1. business and industrial

The Restaurant Owner’s Guide to
Managing Waiters!
by LeeAnne Homsey
New! Complete With Separate Customer
Service for Waiter’s Guide: “Fifty Shades of
PAY!” to Inspire Your Staff!
Restaurant Owners, Managers and Hospitality
Employees: Easily Teach Your Staff to Provide
Consistently Superior Customer Service
The New Essential Customer Service Tools Use
Social Media And Psychology. Are Your Managers
Training Your Staff In Both?
Read on to Learn Exciting, Connective Coaching
Techniques to Help Your Staff Develop a Huge
Customer Base.
No Longer Satisfied with the Norm, Todays
Customers Expect Information, Connectivity,
Exceptional Personalized Experiences as well as
Good Food or Great Products and Services and are
More than Happy to Tip, Return and Refer When
They Get it.
This guide is for everyone from longtime business
owner to his or her newest employee.
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This is the fast and easy blueprint I created for my
team at Marsielle. Use it to coach and inspire your
staff to want to create customers and want to
initiate intuitive customer relationships.
Make training easy by purchasing The Customer
Service Bible for Retail Employees and watch your
staff train themselves!
Restaurant owners and waiters!
Although two seemingly different groups, every
waiter is actually a kind of business owner and this
invaluable information will afford you both the
chance to take advantage untapped resources and
build long lasting relationships with customers who
will support your endeavors for years to come.
Business owners and managers, this book will help
you see that your business has a bright future with
invested people. Both people who buy and the
people who serve should be empowered by you in
order to create more business. Help your customers
connect to what you have created. Help your staff
feel that this is their business to take care of. I’ll
create a future for your business by creating a
future for your people beginning today.
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Forward
Thanks to social media, your customers now do
EVERYTHING with a more social consciousness.
They share their experiences worldwide as they are
happening. Do you have a program in places to
match their expectations and if so what are the key
components to your socially conscious customer
service?
Whether a restaurant owner or waiter, I have
designed this new Customer Service approach to
create a consistently replicating stream of
customers so you can reach your every goal and
dream.
Table of Contents
Chapter 1: Employee vs. Superstar……….26
Chapter 2: Teach: Creating an Experience………..32
Chapter 3: They Run A Business In a Business…..37
Chapter 4: Teach Them To “Grab Them”.............40
Chapter 5: Inspire The Name Exchange ….……46
Chapter 6: No, Thank You!……………51
Chapter 7: Leveraging their Incomplete Party……55
Chapter 8: Meet their Neighbors………….60
Chapter 9: Teach The “Hook-Up”………......69
Chapter 10: Coach Them To Pay Attention…………74
Chapter 11: Are They Leveraging Occasions?.......77
Chapter 12: Do They Know Your History……..…….85
Chapter 13: Coach to Manage Introductions………88
Chapter 14: The Dollars Are in the Details…..…….91
Chapter 15: Teach Postable Experiences .....…..…99
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Chapter 16: WikiHow?…………..102
Chapter 17: Host Your Own Seminar! Script……..108
“Fifty Shades of Pay” for Waiters…………189
Do you or someone you know need a restaurant
rescue?
Believe it or not the bulk of the problem begins and
ends with the staff. At the very best employees
tolerate their jobs, their work environment,
customers, co-workers and their boss. To tell
yourself otherwise would be foolish.
The problem with training servers in customer
service is that most servers do not want to be
serving so they don't want to be trained in
restaurant customer service let alone do it well or
even do it at all!
They are usually working toward something else in
life and feel both ambivalent and replaceable at all
times. The constant threat that they can each be
easily replaced makes for a less then invested
atmosphere for even the most enthusiastic waiter.
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This fact coupled with the poisonous attitude of
many fellow workers and you have a recipe for
disaster. A big fat "I don't care about your business
or your customers" cake with "I really love it here &
I'm a people person" icing on top, coming out of the
kitchen over a thousand times a night. Wouldn't it
be better if all of your employees actually loved and
valued their jobs? Of course! But you probably can't
even wrap your head around that concept because
the excepted environment for both employer and
employee in the restaurant business is adversarial,
less than perfect, subject to the whims of fickle
often unrealistic customers and hostile, income
changing reviews which leave employees reeling
and tong-tied in manager's offices and business
owners at the brink of locking doors.
No other industry has historically endured so much
scrutiny and proverbial public flogging as the
restaurant industry and those who work in it.
So the majority of your staff wants to be doing
something else and this job and your role in their
life is temporary and usually unpleasant for them.
You are the Band-Aid until their real break, their
real career or their real love comes along and the
few that are passionate about the restaurant
business and guest services are at the very least
affected by the shameful behaviors of their
colleagues who lie, cheat, steal and worse on a
daily basis. It is a ruthless business and if you have
seen
any restaurant reality shows at all you will notice
one common thread: The employees do not have
the same vision for the restaurant that the owner
does. The staff can be seen in each and every
episode of each and every show doing something
that shocks the owners or raises red flags for
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diners. It goes on every single shift in every single
restaurant and the feeling inside your own
restaurant eventually becomes 'Us against them" as
you slowly give up battering every hair-raising
employee infraction, give up and start hoping for
the best, hoping for a miracle as you watch your
money slowing to a trickle.
Does this sound familiar? It seems to be the only
common thread between all these restaurant
reality "disaster then clean up" shows is the bad
employee behavior. It is the root cause of each
restaurant's failings and the one thing they don't
fix.
The problem of course is that once the cameras are
turned off the employee goes back to being their
deplorable thieving or combative or passive
aggressive selves. If you thought the employees
were behaving disrespectfully on T.V., remember
most of those employees knew they were being
filmed and still rolled their eyes and bad-mouthed
not only their bosses but customers and their
coworkers too. Now imagine what kind of
aggressive, unhealthy state your restaurant must
be in if not all of your servers are on board with
your vision.
Yes, it is alarming to have all these restaurant
reality shows show you that it's a huge industry
wide problem but you should take heart in knowing
that you are not alone.
But also take some time to map-out a plan to get
things back on track. Perhaps call one of the
restaurants who had a rescue show filmed and find
out how things fleshed out after the paint dried and
the re-launch buzz had died down. Do they have
any tips for you to whip you staff back into shape or
perhaps you need to clean house and start fresh to
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get rid of any bad apples that are poisoning the well
and consequently your brand.
In no other industry are the workers scrutinized,
criticized and subsequently not paid by the
customers they serve for the acts or missteps of
other employees and then forced to pay money to
support staff for the botched dining experience,
told to get a real job by those they worked for and
then the victim of scathing on-line review and
possible reprimand or termination.
Sadly this is not the exception but the rule and most
restaurant employees, though wearing a brave face
have a bit of terror residing within every time they
greet a new table, put an order in, enter the
kitchen, speak with a manager, slouch, eat etc.
Enter the internet, social media and now restaurant
shows and you have a whole new game changing
recipe for unlimited success in just about every
restaurant on the planet!
Welcome to flavors and standards that have risen
well above that of just a few years ago but also the
advent of socially connective and engaging dining
experiences. Welcome to global marketing done for
you by your happy customers and your enthusiastic
employees who guide the experiences! Now you
can show your staff how to become invaluable to
your guests using not just customer service but
"customer experience service" that will have guests
posting, interacting and branding you every minute
all across the internet.
Like a restaurant rescue show, this book will show
you and your staff how they are leave thousands of
opportunities for sales, branding and repeat
customers on the table every week. Share this read
and watch your staff go from disgruntled
employees with dreams of other pursuits to the
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staff of your dreams, eager to get to work, bring in
more customers.
First Teach your host staff to set the stage for
sharable, branded experiences the moment they
pick up the phone.
Retrain your host staff to take your restaurant viral
thousands of times a night for Free. It’s easy. Here’s
how…..
With so many new opportunities to share your
restaurant globally through your customers you
need to take advantage of the monstrous, free
marketing opportunities you have with the new
connective, sharable landscape of buying and
dining.
With everyone "posting" "Tweeting" and
“Instagraming” pictures of your food to thousands
of friends with a single click, what are you doing to
take advantage? You are still training your staff to
anticipate the customer’s needs when you should
be training employees to create their customer's
needs.
Train your staff to give your customers reasons
then easy ways to share their experiences dining
experience with their entire network of friends.
Here is an easy way to start: From now on if your
host staff doesn’t already ask whether the guest
will be celebrating a special occasion please have
them start! Special occasions are events you
already know will be photographed and shared on
the internet to sometimes hundreds of thousands
of people so how can you make sure your
restaurant and staff are to? Easy! Training. When
the host staff hears special occasion she should
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hear bells and whistles and the sound of a slot
machine cashing out millions.
Why? Because the customer just gave her the
opportunity to create a regular customer for life, a
customer who will celebrate ALL their special
occasions at your restaurant. A regular customer
who will on average come in twenty one times over
the next year alone!
Why? Because the customer just gave the hostess
license to ask, use and share more details normal.
Beyond the date and time, name of and contact
phone number of a typical reservation now the
hostess can ask for more detail, offer up a TON of
information and set the stage to start sharing the
event via Twitter, Facebook and Instagram! In
taking a typical reservation the hostess would have
no reason to ask the name of the guest the
customer would be dining with and when they
arrive the hostess would have no reason to
introduce the customer to the waiter who could be
serving as master of ceremonies.
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How: When the customer mentions a special
occasion make sure your employees get and give
extra details! Your hostess should say something
like, “Oh this is awesome! I have a server working
that night who does some really amazing things for
special occasions! Is it going to be a surprise?” The
hostess has now set the stage for making a
reservation FULL of detail and the customer is now
even more excited than when they first dialed the
phone. This customer now wants to know and will
probably remember their server’s name before the
even arrive at the restaurant. They will know and
remember because they want to know what to
expect and what exactly he does to make things so
special. The customer is also now contemplating
“surprising” their friend when they may not have
before. This usually means adding more guests to
the occasion which means more sales and more
pictures going more viral. That is one very powerful
phone call!
Now you need your hostess to “deliver the goods”
by saying something like, “Well, what is the
birthday boy’s name? O.k. well when Matt arrives
your server Joe will have already alerted the
kitchen about the special dessert plate with Matt’s
name on it but he also takes a quick video of you
and he talking about Matt’s birthday dinner and
how it’s going to be a special night. Then he
captures Matt’s arrival, the dessert plate being
delivered, maybe some words from Matt then the
goodnight portion. He makes it really fun and can
even capture some moment on your phone or
camera if you want. He is really amazing and then
edits it and sends it to you for a one of a kind gift
for your friend.” Your hostess will have the
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complete attention of the customer who is making
the reservation. The customer simply cannot create
this type of experience without hiring a film crew
and this hostess is offering this unique experience
for free?
Trust that word will get out about that. Beyond
having the customer’s full attention, she has
leverage. Now she can mention that Joe can only
do these “extra’s” when the restaurant isn’t super
busy, “We have to make sure Joe has enough time
for all of his guests after all. We have to stay in
business for your next birthday or anniversary after
all!” Can lead to nudging that reservation time a
half hour earlier or later creating perhaps a third or
fourth seating.
At this point your hostess should mention her own
name in case the customer has any additional
thoughts, questions or surprises to add to this
amazing dinner that your hostess is now planning
with your customer. The customer will want to
know what else they can have, what should they be
thinking or asking, does the hostess have additional
thoughts or suggestion. Well…perhaps suggesting
Champagne and appetizers be delivered as soon as
they are seated or a special visit from the chef, a
card or flowers on the table. Do they have a
favorite wine, ingredient, dish or story that can
somehow be incorporated into the dinner? For
instance: How did the two guests meet? How old is
Matt? Creating a dining experience that celebrates
the relationship is as easy as knowing what
geographic or historic circumstance brought them
together in the first place. Or finding tie-ins to
Matt’s birthplace or date are fun and easy projects
for the host, wait and kitchen staff that will solidify
a relationship with the restaurant for both he and
the customer making the reservation. It cannot be
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over emphasized to your host staff that these are
things that can be done if time and resources are
available and Friday, Saturday nights are not those
times. That being said “birthday bonuses” might be
an idea to fully engage your host staff to be
genuinely happy and enthusiastic to do much more
work on the phones but the results will be
astounding on every level I assure you. Bonuses
could be as simple as the host with the most “off
hour” birthday bookings can order off the menu or
wins a bottle of wine. Even if the customer prefers
to keep the reservation at 8:00pm on Friday night
they will still be hanging up the phone and possible
sharing information that is exclusive to your
restaurant and in this way alone you have
capitalized on the huge source of free marketing
available to you using just your staff and social
media!
Next Retrain Your Wait Staff To Want To Work
Smarter Not Harder!
Tell your waiters to relax at the bar to increase sales
and you will have their full and undivided attention.
Show them that it begins with one small thing.. the
customer’s name. Teach your staff how to easily get
a customer’s name, make more money and work
less and you may have a server for life! Your
managers are not equipped to train employees in
the new app based socially connective customer
service & with so many apps that share & connect
globally, now is the time to create a shareable
customer experience for each & every guest.
You will essentially eliminate your competition
when you train your staff the easy ways to start
conversations which lead to repeat regular
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customers, shareable photos, great tweets about
your business or all of the above.
You can help your staff grow sales when you show
them how important guests feel when they are
acknowledged by name and then show them the
easy ways to learn customer’s names by simply
opening a door, helping with a package and
checking them in with the hostess.
You can further demonstrate how difficult it is to
get that tiny but vital piece of information once the
guest is seated.
You will create an army of eager employees and the
avid customer who come back requesting them
when you emphasize that these customers put
their stations on financial auto-pilot and save them
time and energy.
Taking an order from a regular customer can be
done using only eye contact and head / hand
gestures from across the room. Is it recommended?
No. Too much room for error in my book BUT it will
buy your server some time and BOY will your
customer feel like a V.I.P.! Point out that the
servers could NEVER get away with "across the
room order taking" while assisting a first time
customer!
The best part of this is that when you point out that
a waiter with a station full of repeat "regular"
customers works literally half as hard as a waiter
with all first time guests and earns 30% more in
tips. Now every time your employees approaches a
guest they won't be satisfied with just selling him 1
steak a lifetime steaks while the server relaxes at
the bar! (This is a joke but a great visual for your
entire staff)
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When it comes to customer service, good
restaurants pay close attention to methodology,
training and delivery. They constantly strive to
consistently over deliver yet it seems that customer
service is the number one complaint. Why?
Motivation. Money is not enough of a motivator to
keep employees delivering the message of your
brand 100%. So what is? What would motivate an
entire group of people to consistently deliver the
necessary results to keep your business growing?
Keep reading and discover new yet basic ideas to
help you and your staff figure that out. These
concepts are written in a way that both owner and
employee can appreciate and learn from each
other’s perspective.
This is a new approach to an age old problem which
threatens to get worse with negative postings
publicly displayed on social media giants such as
Yelp. Use this information to begin bolstering your
reputation, your sales and your employees even in
the face of negative reviews and publicity. Tips
may not be enough to buoy someone's enthusiasm
to create superior customer experiences and sales.
Read on to find out what does.
Wouldn't you like to see your customers greeted by
employees who are opening doors for, shaking their
hands and treating them like old friends? Well
guess what. Your customers would like that too!
Here is a quick read that can help make that
happen. Well read on to help your employees
authentically want and appreciate your customers
and see my ideas about how to train, transmit, and
instill that authenticity in employees so they deliver
your message 100% of the time.
Help your employees “Friend” your customers. Help
them connect personally and “stick” in your
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customer’s mind while he is driving away, while he
is at work, on vacation or buying a book. Give your
employees the license to create “friends” of the
business and be memorable because no matter
what the vision is for your business, you need
people to come back and buy again and again and
they can’t do that if they don’t remember.
There is too much competition out there to think
you can sell enough to one-time customers, you
need them to come back and if possible bringing
friends. If you are not helping your staff connect
with your customers personally then you are
competing on levels that other businesses can
match and maybe even beat. Things like product,
location, presentation & price. Relationships are
the added value service that are essential to
succeed and free to create to trump anything your
competition may have up their sleeve.
Help your staff create friends because this is who
employees will gravitate to, go above and beyond
for and make sure they are coming back.
Getting these two "Friends" together is your new
job so stop telling your employees the same ‘ol
thing, “The customer is not an interruption; he is
the reason we are here.” and start showing your
employees how each and every customer holds the
key to their future happiness. Show them that the
only way to have customers EVER interested in
whether they are a budding author, student, avid
car refurbisher, golfer, mom, actor or pianist etc. is
through relationships. Without a relationship the
customer has no way to get to know them, like
them, compliment them in person and through
glowing social media reviews. They can't
recommend them to friends, complement them to
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management and help get raises, promotions and
bonuses. The customer can’t give them a holiday
card with a gift inside for going above and beyond
and they certainly can’t ask to buy the book the
employee just published or attend the play they are
staring in down the street.
Perhaps your employees are nervous about building
relationships and creating connectivity for the store
because it has never been the focus of product or
operations training but now is the time to share
your more "social" minded training with your staff
and seize the lion’s share of regular customers
through the friendships of your staff. Emphasize
with them that you are aware your customers are
out seeing plays, buying books, talking golf or
motherhood outside of the store and would be
thrilled if they were doing it inside of your store as
well, making this the only place they feel like family.
Encourage your employees to introduce customers
to other employees, managers or you in the event
the employee isn’t there. Let’s face it. It is now a
very social world and the more reason you give
your customers to come to your store the more of
the market you capture. Giving your customers
“Friendship” or a really personal connection is one
of those value added experiences that will have
them coming back and bringing friends. It will have
your employees not only opening doors for them,
shaking their hands and getting them coffee.
Is it easier to teach this to tipped employees?
Absolutely. The promise of cash is a great motivator
but my employees are not interested in
promotions, raises or gifts plus most don't plan to
be in the restaurant business long enough to care.
So in that sense you have it easier in motivating
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hourly employees and all retail employees have to
see is how friends can help and strangers can't. It's
as easy as being on the lookout for any opportunity
to get their customer’s name or give them theirs.
It’s the beginning of all friendship: The “Who are
you?” part. If they can help open a door on a rainy
day or help put packages aside while the customer
shops they are well on their way to getting a name,
a regular customer and a raise! With enough of
your enthusiasm, you may find your hourly
employees looking for problems to solve in order to
start conversations and friendships even off the
clock.
Chapter 1:
Standard Employees vs. Superstars
Business Owners: If you have standard employees
and standard employee training how can you
expect superior customer service 100% of the time?
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Standard employees experience their customers as
a stream of nameless people who come and go. At
the end of a meal a server takes the 20% left to
them, instantly forget everything about that meal,
and simply move on to the next one.
Employees: If you use my techniques, you’ll create
customers who come specifically to be assisted by
you...over and over again. They won’t be
anonymous, they will become friends and contact
who will get to know you, appreciate your efforts
recommend you. They will praise you to superiors,
help you get bonuses, raises, promotions and or
leave you substantially more than a 20% tip. While
it might seem like a no-brainer that it’s better to be
fully appreciated for your unique style and higher
paid for your work than to be a virtually invisible
and interchangeable servant collecting a standard
tip, I often get resistance from actors, singers,
comics, and other stage & screen performers. They
feel uncomfortable putting substantial effort into
their waiter jobs when it’s something they’re doing
just to pay bills until their careers take off.
If this applies to you, please know this feeling is
fundamentally unhelpful, for several reasons. First,
the principles I’ll be teaching you about becoming
a superstar waiter can also be applied to becoming
a superstar performer.
Think of your restaurant as a theatre. All your
fellow waiters are on the same stage; but you’re
going to turn the audience members into fans of
you specifically. As you build your personal fan base
at the restaurant, these audiences will be returning
over and over again to enjoy more of your
performances...and the special memories that only
you are providing them.
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Also think about what an incredible advantage in
attitude this gives you from your peers. The vast
majority of performers resent their day jobs, and so
they tackle them grudgingly, exerting the barest
amount of effort needed and no more. After
they’ve spent most of their time filled with
negativity and a closed heart, and actively avoiding
giving their restaurant audiences an extra special
experience, how well do you think they’re going to
do when they’re at an audition for a huge role?
How much of a positive attitude and superstar vibe
do you think they’ll be able to muster when it
counts most for making their dreams come true?
Plus you never know who’s going to wander into
your station. Sometimes you’ll get customers who
can actually help your performance career—
especially if you’re working in a major
entertainment center such as New York or Los
Angeles. How much more likely are they to do that
if you dazzle them as a superstar serving them?
Another factor is very straightforward: money. Why
wouldn’t you want to make a lot more cash at the
job you’re already doing?
It’s common for performers to spend hundreds of
dollars on courses such as “The Business of Acting”
that end up having little or no effect on their lives.
If you follow this book’s advice, it’ll have a dramatic
positive impact on the business you spend most of
your time conducting—pleasing customers. And the
more you earn, the more freedom you’ll have to
pursue your performance career.
Finally, you’ll actually have more fun at your day job
following my techniques. You’ll fill your station with
customers who haven’t simply wandered in off the
streets, but are fans coming to enjoy you and your
special gifts for making audiences happy. Then
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again, if you aren’t currently striving to work in
show business, you may find my techniques give
you so many opportunities to practice being a
performer before a wide range of audiences that
you may eventually develop the desire to try out
your skills on larger stages.
Either way, you should never feel that you’re
“betraying” your dreams by turning your job into a
happy, fulfilling, and lucrative daily experience. If
you’re truly committed to a career outside of a
restaurant, then you don’t need to be miserable to
make it happen. On the contrary, the more you
nourish yourself with positive energy, more and
more “supporters” and a growing bank account, the
more likely you are to achieve everything you’re
going after.
I remember the first time I realized I had created
my first customer for this book when I was standing
at the host desk of The Brandy Library where I had
taken a part time job in order to pay my bills. I was
writing feverishly when one of our regular
customers came up and asked what I was writing. I
told Larry it was a book on better customer service
through name recognition in the hospitality
industry and how to easily get a customer’s name
and use it. He thought for a moment and said,
“You’re going to need to change the title but I want
a copy.” I remember being confused by the
statement. “What does one have to do with the
other?” I asked. “I’m in real estate.” He said. “And
your book is needed in every industry but if it says
“Hospitality” my employees won’t read it.” I was in
shock. Here I was still writing and because I had
created a regular customer who felt comfortable
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talking to me about my interests outside of the
restaurant I had my first sale! I began to look at all
the customers in Brandy Library quite differently.
And assist them any way I could.
Chapter 2:
Creating an Experience
Business Owners: Have you trained you staff to sell
products or to provide a customer experience?
Employees: When personal computers first sold to
mass audiences in the 1980s, they were all pretty
similar—grey, text-based, and focused on delivering
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functionality. Then Apple came out with its
Macintosh, which looked more like a work of art
than a data cruncher; and which focused on not
only getting a job done, but on providing a
memorable experience carefully crafted to make
people happy every single time they used it. A
similar situation exists today in restaurant service.
Most waiters are trained to be nameless,
interchangeable servers who perform a
straightforward job of delivering food and drinks,
and otherwise are instantly forgettable. What this
book will teach you to do is become the waiter
equivalent of an Apple Macintosh (or iPhone, or
iPad, or whatever your favorite device is). You’ll be
serving food as efficiently as anyone, but you’ll also
be creating a wonderful experience for your
customers, fueled by your unique personality and
style, that will make them want to come back to
you over and over again.
You’ll start off treating every customer who comes
to your station like a VIP. You’ll find some people
don’t merit star status, and that’s fine; you’ll simply
refrain from using your customer retention
techniques on them. For the customers who you
find do deserve your special care, though, you’ll be
empowered to hold onto them. After you do this
for a while, your station will be filled with returning
customers who appreciate and reward you for
being extraordinary, and for making their every visit
a special one.
Over time, you’ll find that making your customers
feel like VIPs will make you feel like a superstar.
You’ll also find that trying to make every meal a
memorable experience will make your time at work
creatively challenging and fun...and very financially
rewarding.
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One experience I remember creating while I was
testing out theories for this book: Will customers
tip much more for an extraordinary experience?
This was a tough one as I was hostessing and not
really in the position to receive the tip so I
deflected to my colleague “J.” Now I had just titled
my new chapter “Creating an Experience” when the
phone rang. It was a customer hoping to make
reservations for she and her five friends to
celebrate her boyfriend’s birthday. BIRTHDAY! Ding
ding ding! The alarms in my head went off! I had to
think of a way to test my theory quick! After a brief
hold, I was back on the phone asking questions and
helping her visualize an evening like no other.
Suddenly her simple query of, “and can you put a
candle in a dessert?” became the foundation for
getting the birthday boy’s name, age, preference.
Getting her name, her learning my name, telling her
that the server asked if he could bring out a special
spirit bottled the year of her boyfriend’s birth and if
he could take a photo. The women on the phone
was astounded by all that would be taking place “at
her server’s request” and couldn’t wait to come in
and meet both of us. Meanwhile “J” had NO idea
what I had been up to but decided to go along with
my test when he discovered it was all in an effort to
see if his customer might tip more. Well long story
short the evening was a huge success a dessert
plate was mad with the boyfriend’s name written in
chocolate, the guest arrived asking for me by name,
a short, one of a kind video of the happy birthday
moment was made, photos we took went viral with
“J’s” name credited with the extraordinary efforts
made and the best part? After mentioning that this
was all “J’s” planning and executing he was given a
30% tip on a $640.00 check. Not bad for doing
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essentially nothing out of the ordinary except now
it was an experience.
Chapter 3:
Owning Your Own Business Within a Business
Business Owners: Did you hire your employees to
work for you or with you? If they work for you they
make the same amount of money whether they
work hard or not. When they work with you they
share your vision, work ethic and commitment to
each guest. Which would you prefer?
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Employees: Being an employee in a restaurant puts
you in a wonderfully unique position. You can think
of yourself as owning your own business—but with
zero overhead.
That’s because you don’t have to pay for business
rent, utilities, food, beverages, cooks, hosts,
inventory maintenance, accounting, or anything
else. The restaurant you’re in does all that for you.
All you have to do is show up within that larger
business, and focus like a laser beam on your
personal product—which is your service. If you do
a great job of creating a unique experience for
customers with your service, than they’ll
compensate you for it. And the more you grow
your business by attracting loyal customers, the
more you’ll earn.
Meanwhile, you’re investing almost no money in
building your business (aside from small expenses
such as business cards), and you’re at no risk.
How many other jobs let you run a business within
a business?
When looked at the right way, this is a sweet
deal...if you’re prepared to take full advantage of it.
I could probably tell you a thousand examples of
how I have used the resources around me, created
an extraordinary experience for a customer and
they have put huge amounts of money in my hand
as a result of it. Once I saw a gentleman struggling
to read the menu so I sent over, on a silver tray, a
pair of red rimmed glasses. (They were mine. I was
going through a red phase and I was at the dollar
store.) Now I could have sent over any one of the
more appropriate looking glasses but as the fifty
plus year old customer lifted the glass case thankful
for the gift of sight in the dimly lit room, I said, “The
only catch is that we I need a picture on Facebook
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of you wearing my glasses.” They all started
laughing when the guest opened the box to show
his friends the glasses that would for sure create a
great photo and out came the cell phones and
cameras and a lot more laughter. By the time they
left they all knew my name and the host was
thanking me for a remarkable evening and that my
unique handling of a possible awkward situation set
the tone for an extraordinary evening. Suddenly
there was a $100.00 bill in my hand and a glowing
review on Twitter. For that moment I was in the
eyeglass business!
Chapter 4:
Greet Them!
Business Owners: Do your employees look for
opportunities to help customers or wait for them to
need help?
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Employees: Right now you probably focus only on
your station or department, and on whatever
customers happen to wander into it. What I want
you to do instead is start being proactive by
greeting customers before they get to their table.
I know this runs counter to traditional training.
Waiters are taught to stand against the wall with
their hands behind their backs until a customer is
seated at their station. But seriously, if I walked into
your house, would you be doing that? Or would you
be saying, “Hey, come in! Let me take your coat!”
That’s how an owner greets a guest. And as the
owner of your business within a business, that’s
what you should do.
Stay close to the restaurant entrance, and keep an
eye out for customers who are loaded down with
umbrellas (when it’s raining), or bags or packages
(especially during holiday shopping seasons), or
even heavy coats (during cold weather). Help these
customers out as soon as they set foot in the door.
At that point you’re not just a waiter anymore;
you’re a considerate individual who’s going above
and beyond to be helpful.
Now the customer is almost obliged to have a
conversation with you. You can kick it off with,
“Welcome! Thanks for coming in. Is there a
reservation under which I can check you in?” If the
reply is, “Yes, it’s Mr. Buckley,” turn to your hostess
and say, “Ashley, this is Mr. Buckley. I’m going to go
check his things. Do you know where he’s sitting so
I can bring the coat check ticket over to him?” The
hostess probably doesn’t know where he’s sitting—
which is great. Because when she says, “I’m not
sure,” you can say, “Well, I hope Mr. Buckley is
sitting with me”—and then leave!
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If you’ve encountered the sort of customer you
want, he’s likely to be thinking, “Wow; no one else
in this restaurant has helped me with the door.
Nobody has helped me with my coat. No one else
has introduced me to the hostess. And there’s only
one waiter who knows my name.” And so he’ll turn
to the hostess and say, “Yes, I’d liked to be seated
at one of her tables, thanks.”
Now you’ve got someone at your station who
appreciates you for being more than just a waiter.
You haven’t even taken his order, but you’ve
already established a positive relationship, and a
feeling from your customer that he owes you above
and beyond your 20% tip.
Another advantage of this “Greet Them!” technique
is that during the slow hours, such as the predinner period, it allows you to steer customers to
your station who you might otherwise lose to
random placement. That means more service, and
more tips, every day.
Because this isn’t typical behavior, your fellow
waiters may tell you that you’re nuts: “What are
you thinking, doing more than you have to?! We
never go out of our way to create extra work for
ourselves!”
But you know what—who cares what they think?
This is about you setting yourself apart from your
peers. Because not only will you end up with a
bigger tip, but these customers are likely to come
back specifically to enjoy more of your VIP service—
and continue tipping you big.
While all the other waiters are hoping to get
standard tips from strangers, you’ll eventually be
waiting on a steady stream of customers who
you’ve turned into your fans, and who are coming
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to the restaurant primarily so they can be served by
you.
Once I was walking through Angelo & Maxies on
Park Ave South and 19th street. I had only been
working there about two days and didn’t know the
table numbers yet. I saw a hostess going to escort a
couple to their table but didn’t offer to carry the
lady’s drink. I think because it was filled to almost
overflowing. I saw an opportunity to kill two birds
with one stone: learn table numbers and make a
guest feel special by having two people assist them.
Well, when I saw how gorgeous the woman was I
just knew the gentleman must be feeling proud as a
peacock so I put her drink on a tray and lifted it
high, Statue of Liberty Style, and let the whole
crowded dining room know that I was with a couple
of V.I.P.s. Everyone stared, stopped eating, stopped
talking . You could feel the curiosity in the room. It
was great! When we reached the table there was a
busboy pulling out the chair for her after watching
this display of pomp and circumstance. Shortly
afterward the gentleman approached me, in front
of my boss who now owns Tao and asked my name
put $20.00 in my hand and said he had never felt so
wanted by a business before in his life.
That was a drink the customer was going to carry to
her table herself. I grabbed it, made $20.00 extra
dollars and as if I wasn’t already Rich’s favorite
manager, I was on the fast-track to becoming one! I
used the “Statue of Liberty” carry for the rest of my
management and hostessing positions by the way
and although I can’t say to the penny what it has
netted me I do know it is around the $5000.00
mark. Think of it. When you carry things in front of
you, isn’t that what everyone else does? How can
you be remarkable doing things the way everyone
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does them? That was $5000.00 and lots of business
cards from people who want to dine when I’m
working because I make them feel special.
$5000.00 for lifting my arm ten inches higher when
I walked.
Chapter 5:
Exchange Names
Business Owners: Customers are 80% more likely to
patronize business when they are known by name.
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Employees: When I’m providing a service to a
customer, I want that customer to know my name,
and I want to know the customer’s name. This lays
the foundation for a continuing relationship. Again,
lurking by the door is a great way to accomplish
this. When a customer comes in, you can say, “May
I check you in?”
The customer might reply, “Yes, my name is
Johnson.”
Now you have his name. “Hello, Mr. Johnson,” you
reply. “This is Ashley, our hostess.”
Next, say to the hostess, “Oh, I hope Mr. Johnson is
sitting with me”—and walk away!
If Mr. Johnson responds appropriately by telling the
hostess he wants to be seated in your station, then
you’ve got him as a customer. (And if he doesn’t,
he’s probably not the kind of VIP guest you’re
looking for...)
Once Mr. Johnson is seated, wait until he asks you
for something even slightly beyond the norm.
When he does, work in your name. For example:
“Can I have another napkin?”
“Of course! You’re in LeeAnne’s (use your name
instead of mine) station! You can have whatever
you want!” or
“Can I have an extra slice of lemon?”
“Of course! You’re in LeeAnne’s station! I’ll get it for
you right away.”
Service isn’t simply saying “yes” and going the extra
mile. It’s about doing the unexpected to create a
memorable, wonderful experience for the
customer.
When you stick your name into your sentences, and
make a customer feel he could’ve had a whole
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lemon tree if he’d asked for it because he’s at your
table, you’re giving him a reason to remember his
meal...and to come back so he can enjoy another
wonderful experience from you.
You never want to sound canned when you provide
your name. It always has to come from the heart. If
your customers perceive you as authentic, then
they’ll start using your name—and not in an
arrogant, finger-snapping way, but graciously—and
you’ll have established a lovely relationship.
When that happens, go to the hostess after the
customer leaves and say, “Just so you know, Mr.
Johnson has requested me as his server.” She’ll
then link Mr. Johnson’s name to yours, so any
reservation he makes in the future will be placed in
your station. That’s a customer you now have for
life.
There’s one more major thing you need to do,
though: Make sure you remember Mr. Johnson’s
name and details. If the next time he comes in you
don’t recall his name, that’ll be worse than if you
never learned his name in the first place.
Of course, because you’ll be meeting dozens of new
customers a week, it’ll be nearly impossible to
remember each of their names without some help.
So during your next break, in either a paper
notebook or mobile device, write down Mr.
Johnson’s name, the date and time he came in,
which table he was sitting at, a brief description of
him (height, weight, hair color, type of clothing—
whatever will help you remember him), and
anything notable about your time with him (e.g., his
food preferences; for more on this, see “The Dollars
Are in the Details” chapter). This written record will
be a lifesaver whenever Mr. Johnson returns—
because you’ll be studying your list of names every
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night, and doing your best to memorize each key
customer.
Something else to do when you get home is back up
your list. If you’ve written your information in a
paper notebook, transfer it to a Word document on
your home computer. If you’ve typed it into a
mobile device, copy that file to your computer. This
information is gold to your business, so treat it that
way by always having backup copies.
Finally, if you care to go the extra mile, briefly
search for a photo of Mr. Johnson via Google
Images, Facebook, or Flickr.com, and add that
picture to your profile of him. That might sound like
a lot of work, but if an image is available online you
can usually find it in a few minutes, and then copy
& paste it into your Word document in seconds. If
you’re like most people, you’ll find it easier to
recognize Mr. Johnson the next time he comes in
when you have his picture right next to his name
and description.
If you follow the advice in this chapter week after
week, your station will be filled with steady
customers who are there to specifically enjoy you,
make you feel special while you’re making them
feel special, and tip big. Meanwhile, your fellow
waiters will be standing around idly and just hoping
some strangers who walk in are assigned to their
tables.
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Chapter 6:
Thank You!
Business Owners: Are your employees sending the
wrong message? Even a “Thank you” can convey
thanklessness by a passive aggressive employee.
Inspire your employees to really “Thank” your
customers and watch customers return much more
frequently!
Employees: Many restaurants train their staff to
respond to both a customer request and a
customer’s thanks with “Absolutely!” I
vehemently disagree with this—because that
response makes it sound as if whatever you’ve
been asked to do is nothing.
If a customer says, “Can I have an extra slice of
lemon?” and you reply “Absolutely!”, it dismisses
the effort you’ll be making—and that’s neither
accurate not helpful to you. It’s effectively saying, “I
cut lemons and bring them to tables all day long,
whether you’re here or not.”
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It is some effort to go into the kitchen and cut off
another slice of lemon. Maybe the chef is pissed
off, and he’s like, “What are you doing in here?
You’re taking up too much room!” Maybe there’s a
long walk from the kitchen to the customer’s table,
and while passing a different server’s station
another customer flags you down for a favor. You
sliced and delivered the lemon specifically for your
customer; and you deserve to score points for it.
Hospitality isn’t pretending that you’re doing
nothing. It’s about letting your customers know
that you are doing something for them, so they can
feel special and cared for.
So what do you say instead of “Absolutely!”? In
response to the request, get your name in. “Of
course! You’re in LeeAnne’s station! (using your
name rather than mine). I’ll get it for you right
away.” That tells the customer you’re ready to go
above and beyond for her because you’re special,
and you’ll always treat her as special too. When
you deliver the item and the customer says,
“Thank you,” respond with “Thank you.”
That’s effectively saying, “Yes, it was an effort; but
thank you for being here.” And it’s also saying,
“Thank you for letting me provide this service to
you...because I know your tip will reflect it. Thank
you in advance for that bump above 20%.”
Whether the customer subconsciously picks up on
both meanings or just the first one, at least you’re
not dismissing your effort with a robotic
“Absolutely!” (as in “No problem! I love cutting
lemons!”). Even a polite “You’re welcome” is
dismissive, because it’s so instantly forgettable
(“You’re welcome, I do this all time, and it’s as
automatic for me as this response...”). A reply of
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“Thank you” isn’t the norm, and that makes it stand
out.
And what you want to do as a server is stand out
from the crowd—albeit in a positive way that
affirms how special both you and your customers
are.
One of my favorite things to say to a customer
when they say, “How are you?” “Better Now!” or
“Better now that you are here!” It always makes
them laugh or takes them by surprise in not being
made to feel average but absolutely wanted. By the
time I do anything for them and the respond with, a
thank you, my reply of “Thank YOU!” is heard as
sincere appreciation for their patronage and their
business. Try to love making people feel special.
They work hard for their money too and when they
feel appreciated they are more likely to spend it
with you and tell friends to do the same.
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Chapter 7:
Leveraging the Incomplete Party
Business Owners: Your employees have an easy
opening to create special, lasting relationships and
memories when assisting the first person of an
incomplete party. This is a great opportunity to get
or give names, find out what the occasion is and
even start planning a photo to be taken and posted.
Employees: Customers will frequently rendezvous
at your restaurant—which means one of them will
arrive before the other (for a couple) or others (for
a group). This common situation is referred to as an
“incomplete party”—and it’s an opportunity for you
to take what you’ve learned so far to another level.
Let’s say the first to arrive is Ms. Reed, and she’s
meeting two male business associates. Because
you’re using the “Greet Them!” technique, you’ve
greeted her at the door; and because you’re using
the “Exchange Names” technique, you’ve already
gotten Ms. Reed’s name.
Now you have an opportunity to take things a step
further. Once she’s settled, pass by again and say,
“Ms. Reed, I know you’re waiting for some
colleagues. What are your guests’ names? I’ll tell
the hostess and make sure that you all connect
right away.”
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It’s possible Ms. Reed will decline your offer, saying,
“Oh, don’t worry about it, I’ll see them when they
come in.” But because you’ve already extended her
some other courtesies, she’s more likely to say,
“Their names are Mr. Marston and Mr. Winston.
Thank you.”
This is your chance to reply, “Thank you. My name
is LeeAnne (substituting your own name). If you
need anything, please just ask for me.”
At this point, the chances are Ms. Reed is thinking,
“Wow, this LeeAnne really knows how to provide
service. I’m going to sit at her table.”
Meanwhile, you definitely should tell the hostess,
because Ms. Reed’s colleagues might arrive at a
moment when you’re busy serving other
customers, and you need to keep your word. But if
you happen to be at the door when someone new
comes in who fits your expectations—in this case,
a male businessman—don’t hesitate to go up and
say, “Oh, are you Mr. Marston or Mr. Winston?”
With luck he’ll reply, “Why, yes, I’m Mr. Winston.
How did you—wow, thank you! This is service.”
You can then reply, “I’m LeeAnne, and I’ll be taking
care of you tonight. Right this way, Mr.
Winston.” Then bring him to the table where Ms.
Reed is waiting and pull out his chair for him.
And repeat this process when Mr. Marston arrives.
You now have license to use the names of all three
customers for the rest of their dining experience—
and establish a relationship with each of them. For
example, as you’re walking by, even if you’re busy,
you can just casually say, “Ms. Reed and Mr.
Winston, how’s that steak? It’s amazing tonight,
right? They must have gotten those cows from
Heaven!”—and then walk away! What you’re
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saying to everyone else in the restaurant is that Ms.
Reed and Mr. Winston are VIPs. Both of these
customers will appreciate that.
Then on your next pass by the table, say something
positive about Mr. Marston’s dish so he feels
included too.
If you do little things like this throughout during the
meal, you’re likely to get higher than 20% for your
tip—and because there are multiple people at the
table, that’ll add up.
Finally, when you can grab a few spare minutes, jot
down the names and descriptions of all the
customers in the party—because it’s possible any
or all of them will come back another evening to
enjoy more of your special brand of service and
you’ll need to be able to remember the name of
each one. (I am a big fan of the old fashion, black &
white composition books. The pages never fall out
and guests assume you are in school.)
When I was managing, I could not emphasize this
“incomplete party” trick enough. It created so many
regular customers it wasn’t even funny. To keep
them focused on getting and remembering names, I
used to have a game with the staff: whoever could
name the most customers in the room won my
services for one table during the rest of the shift. Of
course it was always the server who had the most
incomplete parties who always won and of course
they always had me wait on the table they liked
the least but it always turned out great. Learning
and remembering and using customer’s names
became the culture of the restaurant, regular
customers were warmly welcomed, wanted to
learn more and help with the private ambitions of
the servers they grew to know and I could assist the
guests that may have slipped through the cracks.
(Plus, as is often the case it was usually a
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misunderstanding and with a little finesse the “least
favorite guest” turned into great customer and
regular for the life of the restaurant.)
Chapter 8:
Meet thy Neighbor
Business Owners: Do your employees know the
owners of your neighboring businesses? They
should! Those business owners are asked daily to
recommend everything from drinks to experiences.
If those business owners knew your employees by
name they would be sending customers right into
their stations every hour of the day! Employees:
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Until now I’ve been focusing on customers who
happen to come into your establishment. You
needn’t restrict yourself to walk-in business,
though. Like any entrepreneur, you should attract
customers using every option available to you—and
there’s a whole world right outside your restaurant.
The next time you head for work, leave an hour
early and take some time to explore the
neighboring stores and services in your area. What
you’ll probably find is that there are businesses all
around you serving hundreds of customers daily.
And what you want to do is start steering those
customers your way.
Your best opportunities are with vendors whose
service complements yours. For example, if there’s
a convenience store that sells coffee and donuts
every morning, it’s getting a steady stream of
customers who are used to buying nourishment in
the area. It won’t be a big leap to persuade a
certain percentage of them to try out your
restaurant.
Also look for stores that target the same type of
customer as your establishment. For example, if
you’re working for an upscale restaurant catering to
businesspeople, look for places that sell elegant
suits, or high-end handbags, or thousand-dollar
shoes. If you’re working at a restaurant promoting
natural ingredients, look for health food stores,
juice bars, and fruit & vegetable stores. If your
restaurant caters to those who love the arts, look
for nearby bookstores, music stores, movie
theaters, stage theatres, and comedy clubs. Give
yourself a week or more to explore your area. As
you do, make a list of the places that attract the
kind of customers you’re after.
Also, if the restaurant doesn’t have business cards,
get your own with your name and contact e-mail
address and or free Google Voice number. You can
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obtain plain cards locally, or online through a
service such as Vistaprint.com that frequently
offers discounted pricing.
The card makes a more professional first impression
when you encounter people you would like to invite
to try the restaurant. It should have your name very
prominently displayed at the top or center.
For branding reasons do not mention the name of
your restaurant just your name and below it, in
smaller letters you can write the address and phone
number of the restaurant by hand.
In other words, what you’re emphasizing is you and
your service. What you need to make clear, both on
your card and when talking to people, is that the
star attraction is your service.
In addition, include contact information you’ve
created specifically for your restaurant customers
(versus family, friends, non-restaurant career
contacts, etc.). This can consist of an email address,
a phone number, a blog or website URL and a
Facebook page. (The FB page is especially
important; see the “Leveraging Special Occasions”
chapter.) This is information customers can use to
contact you independent of your restaurant. That
matters because if you and the restaurant ever part
ways, you shouldn’t have to start from scratch
attracting new customers. If anyone misses your
service, they’ll be able to contact you and learn
where you’ve relocated.
When your business cards are ready, start visiting
each local vendor on your list, and try to develop a
personal relationship with the owner and/or
staffers.
For example, if you drink coffee, consider buying it
from the coffee & donut shop that has hundreds of
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people streaming through it each morning. After
the owner has gotten to know your face, come in
one day during a period when her business isn’t
busy and strike up a conversation. “You know,” you
might say, “I work in the restaurant across the
street. If anyone ever comes in looking for a place
to eat, please send them over and have them ask
for LeeAnne (substitute your own name).” Hand
over your card, and add, “Also tell them to mention
your name. Especially if they come in between 5:00
and 6:00, which is when things are more relaxed, I’ll
be sure to treat them right.”
If being that straightforward makes you
uncomfortable, though, here’s another way to go.
Start off by complimenting the people and the
product they’re selling: “You guys are so nice to me.
And your coffee is so great, it gets me through the
day.” Then work in what you do: “I’m always
running around at my restaurant, right across the
street. Your coffee is my fuel. Maybe I can do
something for you in turn.” At this point pull out
your card. “I’m LeeAnne. If you ever want to come
in between 5:00 and 6:00 pm, before we get super
busy, I will totally hook you up. And if you have any
customers you like who you want to send over, I’ll
do the same for them. Just tell them to ask for me
and to mention your name. I’ll make sure they have
a great experience too.” Write down “Come
between 5:00 and 6:00 pm for special service” on
the back of the card, then hand the card over.
Notice that you haven’t promised anything, like
buying someone dinner. You’ve simply pledged to
deliver something beyond the norm—a memorable
experience. And that’s what you want to provide to
everyone.
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Also notice that you’re instructing the vendor to
have people mention not only your name but her
name. On a practical level, that helps you keep
track of who’s sending you the most business, so
you know who to keep encouraging. But beyond
that, it makes the vendor feel good. If you give her
the sense that her name carries weight in your
restaurant, then she feels like a VIP—and who
doesn’t enjoy being made to feel special? Further,
notice that you’re steering business to fill your slow
period. If you’ve got more customers than you
know what to do with during lunch and dinner
hours, it doesn’t really help you to get in more
customers then—let alone ones who expect special
treatment. But if they come in during a period
when you otherwise wouldn’t be earning a dime,
then not only will they be super welcome, but you’ll
actually have the time to give them extra attention.
And once the great job you do gets back to the
vendor who recommended you, she’s likely to send
yet more customers your way.
Another benefit of this strategy is that the
customers you get through it are likely to be on
their best behavior. After all, they’ve been referred
by someone who they probably see and conduct
business with frequently; and you can report on
them just as easily as they can report on you. The
fact you all share a mutual acquaintance provides
an incentive for everyone to impress each other.
What do all these extra customers and local good
will cost you? Just some inexpensive business cards;
and the time it takes to cultivate positive
relationships with the store owners around you so
that they effectively become your local marketing
campaign.
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I once bought a train ticket for someone when the
ticket machines were down & he had no cash. I had
cash and he was about to have a really really bad
day. I stepped in & said I would buy it. In his utter
confusion I put my business card in his hand as he
was saying, “But how will I return the money to
you.?” I just smiled and said mail it to the address in
your hand and walked away. Not only did I get my
money back, he also enclosed a $4,000.00 gift card
for Tiffany’s & a new car! Alright, it was a $15.00
gift card for Duncan Donuts and in a very sweet
hallmark card but it felt like a million bucks and
that’s one more person sending people down to ask
for me. (His train ticket was only $12.00 by the way.
It’s not like I am curing any diseases or anything,
I’m not that sweet. I’m just always looking to
increase
business for my boss and maybe me someday but
this is a really good habit to get into.) This is
networking and you will be doing it any business
you go into because your contacts are your revenue
source.
TIP: Conversations with strangers: Always try to find
a way to say, “by the way if you send friends in, just
tell them to mention your name so I know to give
them VIP treatment.” EVERYONE WANTS TO
THROW THEIR OWN NAME AROUND!
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Chapter 9:
The “Hook-Up”
Business Owners: Help your staff become
invaluable to your customers!
Employees: Quite often, your customers completing
their meal isn’t the end of their evening; they’ll
want to do something afterwards. If you ever hear
one of them saying, “Gee, I don’t know where we
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should go once we’re done eating,” consider it a
golden opportunity.
You should be prepared to tell them, “There are
some great choices tonight. There’s a sample sale
just next door, a poetry reading down the block, a
rock concert eight blocks south, and a dance club
two minutes from here that’s kind of exclusive—
except I can get you in with a phone call.” If you can
organize something for your guests—and especially
if you can promise them VIP treatment and/or
access to something relatively exclusive— they’re
going to see you with new eyes. Suddenly you’re
not only their waiter, you’re a concierge with
connections who holds the keys to their perfect
evening.
Of course, this requires that you keep up with
what’s happening in your city. But you’ve already
taken the first steps for this in the previous chapter,
“Meet the Neighbors.” By exploring what’s
available in your neighborhood, and introducing
yourself to the owners and staffers, you’ve begun
to form valuable bonds. You can now take those
connections to the next level.
Scout out nearby locations again, but this time with
an eye on evening entertainments that might
appeal to your customers. Whenever you find one
that appears to be a good fit, approach the owner
or manager, and offer to refer customers from your
restaurant in return for their receiving some sort of
VIP access or treatment. Because you’re in a
position to send over dozens of customers monthly,
many owners will (correctly) view it as a win-win
situation for everyone involved.
Also make a habit of starting each morning reading
about events in your city. For example, major cities
such as New York, Los Angeles, San Francisco,
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Chicago, Boston, Miami, and Las Vegas have their
most notable events described by local editions of
Time Out Magazine, as well as by daily newspapers.
Don’t ignore blogs and websites, either. If you live
in New York, for example, the finest source of daily
updated live comedy information is
BestNewYorkComedy.com, which is entirely free;
the best free sources of discounted Broadway and
off-Broadway tickets are TDF.org and
BroadwayBox.com; and the best source of cheap
access to theatre is TheaterExtras.com, which for
$99 a year lets subscribers see select off-Broadway
and Broadway shows for a mere $4 per ticket. If
you literally make it your business to keep up with
what’s happening in your area and around town,
it’ll pay off for you in concierge-level tips. I typically
make these kinds of “Hollywood hook-ups” a
couple of times per night; and not only does it
substantially increase my income, but it helps
ensure that customers keep coming back to me for
new suggestions and connections.
Don’t restrict yourself to the world outside your
restaurant, either. You can also make impressive
hook-ups using the people you work with every
day!
Specifically, if you have a table that’s celebrating
and/or spending a lot of money, and the owner of
the restaurant walks by, say, “Oh my gosh! Have
you met the owner? Mr. Kingsley, please come say
hello to Marilyn. It’s her 21st birthday, so this is a
landmark night for her. Meeting you will be the
perfect highlight for her special celebration.” That
makes your boss feel special, and it makes
everyone at the table feel like celebrities with
insider access. From this point on they can walk
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into your restaurant anytime and truthfully say that
they know the owner. Who doesn’t enjoy that? If
the owner isn’t around, you can do something
comparable when your manager walks by. Or you
can go into the kitchen and—if he or she doesn’t
mind—grab the chef for a few minutes (after the
chef dons a clean jacket). Who doesn’t feel special
sitting at a dining table and having the chef
standing by making small talk? You could say
something like, “I just wanted you to meet the
artist who made all of this happen for you.” But
your customers will know that it was you who made
it all happen; and they’ll reward you for making
them feel like bigwigs.
Further, they’ll make a point of coming back with
more of their colleagues and friends...because they
now feel confident that you’ll make seem look like
VIPs to people they want to impress.
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Chapter 10:
Pay Attention
Business Owners: Have your employees on the
look-out for situations and problems. These are
actually opportunities to get names and or “wow”
the customer!
Employees: Paying close attention to your
customers may seem like such obvious advice that
you’re wondering why I’m even mentioning it. But I
can tell you from long experience that very few
waiters actually do this well.
For example, I’ll notice a customer is shivering, or
has just put on a jacket while inside the restaurant,
because she’s been placed right next to a drafty
door. I’ll go up to her and say, “I hope you don’t
mind my noticing, but you seem cold. Would you
prefer another table?”
Along the same lines, if I see customers frowning,
I’ll walk by to eavesdrop. One time the snippet of
conversation I caught was, “This is awful. You can’t
see anything from here.” I didn’t hesitate to say,
“I’m sorry, but I couldn’t help overhearing. If you
like, I’ll be very happy to place you at a table with a
much more interesting view.”
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I can’t tell you how grateful these customers
were—and how ridiculously they over tipped me
later.
Not all problems stem from the restaurant. But that
doesn’t matter; when guests are in your station,
your job is to help them out with whatever they
need.
For example, I’ve sometimes seen customers fidget
and come over to learn that they’ve run out of
cigarettes. “Simple!” I tell them, “I’ll have a pack
delivered for you in about five minutes.” “Really?”
they say, looking overjoyed. “Of course, just tell me
what brand you want.” Because I’ve scoped out the
neighborhood, I know precisely who to call that
delivers cigarettes; and when asking my customer
for the money to pay the delivery person, I simply
tack on an extra $5 for myself for the service. There
are hundreds of different reasons for individual
customers to become unhappy. What matters isn’t
the particular cause, but your noticing the
discomfort and letting them know they should
never feel trapped or stuck when you’re around—
because you’ll always find some way to offer them
new and better choices.
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Chapter 11:
Leveraging Special Occasions
Business Owners: When your employees see
customers obviously dressed for a special occasion,
carrying gifts or flowers even pre-ordering a
birthday treat this is the time to start talking about
a photo or video (which will go viral!), helping with
after meal activities and arrangements (which
creates an unforgettable impression of your
business),getting and giving names which will
“stick” and create a repeat customer for life.
Employees: When you see customers arrive dressed
up in some special way, or carrying flowers, or
loaded with gifts, this is another great opportunity
for you.
Go up to them as soon as they walk through the
door and say, “Wow, this looks like a special
occasion! Tell me, what’s going on?” The chances
are one of them will be happy to reply, “We’re
celebrating our wedding anniversary!” or “It’s my
birthday!” or something comparable.
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Without hesitating, respond, “That’s wonderful! I’m
so excited for you! Tell me, what’s your name?”
This is actually an unusual question for a waiter to
be asking. But if you deliver your response in the
right tone, you create a vibe that you’re celebrating
with them, so it’s only natural you want to know
the name of the person whose special day it is.
After the customer answers with something like,
“Oh, I’m Megan,” you can proceed to say, “I’m so
excited for you! I’m going to make your meal super
special.”
Depending on where you work, your restaurant
might frown on giving away a free slice of cake. But
most kitchens have a chocolate sauce or something
else yummy that you can drizzle on a blank plate in
the shape of the words “Happy Birthday,
Megan!”—with maybe a cookie and a candle in the
middle.
Alternatively, if Megan’s ordered a burger, you can
draw “Happy Birthday, Megan!” on a plate using
mustard or ketchup; or at minimum stick a candle
into the burger. (If your restaurant doesn’t have
candles, buy some out of your own pocket. Your
investment will pay off in tips...)
So far you’ve done something that’s cost your
restaurant virtually nothing, but has created
unexpected joy for your customers. Your service
has already gone beyond the norm. But don’t stop
there.
Since this is a special occasion, and your table is
feeling extra happy, this is a moment they’ll want to
preserve—so offer to do that for them!
Say, “This is so nice! Can I take a picture of you
guys?” The usual response will be, “Oh, yeah!
Please do!” If they have a camera, offer to take it
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from them so they can all be in the shot. If they
don’t, use a camera that you’ve made a habit of
taking into work for precisely moments like this
one.
Once you’re holding a camera, you have a lot of
power. So say to them, “I do this conditionally. The
first way is your way, but the second way is
LeeAnne’s (your name’s) way!” Now you’ve
injected a bit of fun suspense; plus you’ve
reminded them of your name.
On the first shot, they’ll probably do what
everybody does—hold up their drinks, smile at the
camera, and be sweet but kind of boring.
When that’s over, say, “All right, the second way is
LeeAnne’s way. And if you like how this comes out,
I want you to post it on Facebook!”
With that extra bit of anticipation created, position
things so whatever special event plate or candle
you’ve created for them will be in the shot. Then
tell them the following: “This is your rock star cover
photo. You have to point at the camera and be
angry rock stars.”
Point the camera at them and say, “Angrier!
Angrier!!” This is so much fun for grandparents, or
anybody that age, because they grew up in the
1960s and 1970s when angry rock stars were at
their heyday. Besides, everybody’s got a little rock
star in them.
When your customers are sufficiently going “Arrr!”,
and sticking their fingers and/or tongues out, take
the shot. (Or take several, and then show them the
best one.)
Chances are they’ll love it, because it’s so different;
no one’s directed them to pose that way before. So
repeat, I want to see the funniest one on our
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Facebook page!” Now add, “Feel free to mention
that it was taken by LeeAnne, world famous server
and photographer at (name of your restaurant);” if
they are having a great time you can even say,
“Awww! You guys are so cute! I want a picture with
you!” Holy cow! Most times they want this too they
just haven’t thought of it. Now they get to take a
very personal, special part of the restaurant with
them into their social world: You!
If they follow through, these photos will be an
advertisement for you for the thousands of
Facebook friends of each person at that table.
Imagine that you do this several times a day. You’ll
soon have your name requested by the thousands,
your station on “serious cash” auto-pilot; and it’ll
have cost you only a few extra minutes per table.
But you don’t even have to stop there. To take
things to the next level, carry around a small,
portable device that can shoot short but high
quality videos. You can then also preserve your
customers’ memories using motion and sound! You
should get your manager’s permission for this. But
assuming you receive a green light, you can tell the
hostess that whenever customers call in to reserve
a table for any sort of celebration, she should ask if
they’d like their event preserved by a 2-minute
video, at no extra charge. Most people will be
thrilled to say “yes.” To make your life easier, have
the hostess add that for the best results they
should come in during non-rush hours (e.g., 4:00
pm-6:00 pm). And to encourage the hostess to be
your partner in this, tip her something (say, $5)
every time she gives you a party during the predinner period. (Your small incentive might spur the
hostess to ask everyone who calls, “By the way, are
you celebrating anything? Because we have a great
videographer on staff...”)
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As a result, while other waiters are standing around
idle during the slowest period of the day, you’ll
automatically be assigned some of the most joyful
customers the restaurant gets in—and you’ll be
making them extra happy by preserving their
celebration forever.
For example, one evening a customer named Bob
wanted to come in and celebrate his girlfriend Lisa’s
birthday. I started with the camera pointing at me
saying, “I’m LeeAnne, your server for the evening.
Over there is Bob—he’s waiting for you, Lisa. Bob’s
created a really cool birthday event for you.” I
turned the camera on Bob, who said, “Hey Lisa!
We’re going to have a great celebration tonight!”
And then I cut.
I also shot a short scene when Lisa arrived; treated
Lisa with extra consideration during the meal; and
included in her dessert a chocolate-drizzled “Happy
Birthday, Lisa!” and a lit candle. Finally, I shot Lisa
making a wish and blowing out the candle. Lisa
assumed that Bob had arranged every detail, and
was highly impressed with how thoughtful he
was—but the truth is it was all my idea. How
grateful do you think Bob was? Very. And his tip
expressed it.
But that’s not all...because I was the one with
physical possession of the video! So when I was
able to get Bob alone for a few moments, I said,
“Let me get your email and your Facebook address.
I’ll upload the video to your Facebook page; or, if
your settings don’t allow for that, send you the link
so you can “share” it to your page and have Lisa see
it. I just want you to promise that if you like it,
you’ll mention on Facebook that it was shot by your
waitress LeeAnne.”
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Notice that I’m not asking Bob to mention the name
of my restaurant. I’m also not mentioning it in the
video. That’s because, unlike photographs, videos
contain spoken words and so raise liability issues
for the restaurant. In addition, a high-quality
restaurant probably won’t want to put its stamp of
approval on a low-res and rushed video. However,
when I post the video to my Facebook page I’ll
include tags that let people find me on Facebook—
and so learn where I’m working.
What all this means is that in addition to getting
you a huge tip, your video can end up creating
thousands of dollars worth of free Facebook
advertising for you.
One warning: Don’t tell your fellow waiters about
this. It’s a pot of gold you want to keep to yourself.
Chapter 12:
Know Your History
Business Owners: Do your employees know why
you started your business? The history of the town,
the buildings even residents? You would be
surprised how many employees would be able to
create regular customers with interesting facts and
highlights but offer only, “Sparkling or flat water?”
as conversation starters.
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Employees: In previous chapters I’ve had you
discover what’s in your neighborhood and what’s
happening around town. But it can also be helpful
to know the backstory of the very restaurant you’re
working in.
Many restaurants have colorful histories. Some
have had famous politicians or movie stars dine in
them. Others have been the scenes of dramatic
clashes or calamities.
Whenever your owner has some spare time before
or after hours, ask for any interesting stories about
how the restaurant came to be, and if it played host
to any memorable events.
Don’t stop there, either. Find out if the building the
restaurant is in, or any building nearby, has
historical significance.
And learn whether the owner, the chef, or anyone
else who works with you has some wonderful
stories in his or her past.
You can even ask whether the menu, the ethnicity
of the food being served, and the wine inventory
have any tales to tell.
While verbal anecdotes are likely to be your best
source of information, don’t restrict yourself to
them. Google your restaurant, and its key players,
and jot down anything that strikes you as
fascinating.
When you’re looking for ways to break the ice with
new customers, these tales can be of immense
value. For example, one time I seated a couple in a
corner, and they asked, “Oh, can’t we sit by the
window?” I could’ve simply accommodated them,
but instead I replied with an air of mystery, “You
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don’t know about this place, do you?” “What!?
What are you talking about?”
“Well, that table by the window is the scene of the
biggest mob hit in New York.” This was absolutely
true. “Only certain really brave people are willing to
sit there.” This was a bit of an embellishment on my
part; but to my mind anyone who lives in New York
is brave...
My customers were instantly hooked and wanted
to know every detail—while seated safely away
from the window. I shared with them the dark
story, and they were riveted. Their experience was
transformed from a mere meal to living in the
shadow of a jolting event that they’d remember for
the rest of their lives.
How many people do you think they referred to
me? And how many more do you think came in
from the referrals of friends of friends of friends?
Never underestimate the power of a great story.
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Chapter 13:
Manage Introductions
Business Owners: Introduce your friends to your
employees. It will create a huge improvement in
how your guests are served and how your
employee is treated.
Employees: Every now and then someone in the top
management of your restaurant will bring in friends
or colleagues to dine. If these guests are seated in
your station, you’ll be able to do a better job if
proper introductions are made upfront.
Let’s say the guests are friends of the owner, whose
name is Dan. The usual, but wrong, way for Dan to
bring them to your table is to say, “This is LeeAnne.
She’ll be your server tonight.”
The right way to do it is for Dan to say, “This is
LeeAnne. Have you ever dined with her before?
LeeAnne, these are my friends John and Sam from
college.”
On the surface it might seem like a small difference,
but it’s actually huge. The first introduction makes
Dan the host and you nothing but an employee who
fetches dishes. But the second introduction
elevates you to being Dan’s co-host, and gives you
permission to address his guests by name. This
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creates a much more relaxed and personal
relationship. It also makes Dan’s guests feel more
like VIPs—because they aren’t being served by a
random server, but by someone Dan is treating as a
peer.
If you feel you have the kind of open relationship
with management that allows you to request this,
then simply take the pertinent person aside when
things aren’t busy and say, “Can you do me a favor
and introduce me when you have your personal
guests at my station? It’ll help them feel more at
home if I start using their names right away and
when they feel welcome to use mine. Plus I want
them to know they can ask me for anything, even
when you’re not at the table.”
If you put the request in terms of being able to
serve esteemed guests more effectively, you’ll
probably receive a “yes.”
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Chapter 14:
The Dollars Are in the Details
Business Owners: At any given moment your entire
staff could be creating a regular customer yet they
are trained not to… by you! Teach your staff to
focus on the details surrounding the customer’s
experience and they will have limitless
opportunities to create excellent tipping,
consistently referring, social media promoting
friends. Friends who are a joy to serve and who
look forward to supporting your employee’s
extracurricular endeavors.
Employees: This chapter offers a variety of
additional ways in which you can go so above and
beyond the norm as a server to ensure your top
customers keep coming back to you...and
compensating you like the star you are.
In the “Exchange Names” chapter, you learned it’s a
great strategy to jot down and memorize customer
names. If that’s as much as your memory can
manage, then stop there, because it’s much, much
worse to get a fact wrong than to never bring it up
in the first place.
If you have a mind that’s great at recalling details,
though—for example, if you’re a stage performer
who’s practiced at memorizing pages of dialogue—
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then be more ambitious about the amount of
customer information you retain.
For example, imagine that the first time Mr.
Howard and his friend Ms. Jennings come into your
restaurant, you use the “Grab Them!” technique to
check their wet umbrellas and coats, and the
“Exchange Names” technique to get their names;
and you notice their preferences for their steaks
and salads.
Now imagine that because you did a great job of
serving him, Mr. Howard returns a week later on a
sunny day. You spot him again as he enters and say,
“Mr. Howard! It’s so great to have you back!” First
point scored: You’ve remembered his name. You
then add: “Thank goodness the weather is nicer
and you don’t need your umbrella today.” Second
point scored. Mr. Howard realizes you’re paying
close attention to him as a customer.
Next, you ask, “Will Ms. Jennings be joining you
today?” Third point scored; you remember his
dining companion.
Smiling at how you’ve made him feel special, he
replies, “No, actually I only have a short amount of
time today. I’m just running in to grab some food
before returning to the office for a meeting.” “Then
I’ll try to get your food ready for you as soon as
possible. Would you like what you had last time—
steak medium rare, and a Waldorf salad?” Now he’s
grinning. “Yes, that’d be great.” “I’ll go tell the
kitchen right now. And I’ll tell them to give it top
priority.”
Wow. Your customer hasn’t even touched a menu,
and you’ve practically got his order cooking. After
you’ve served his meal and he’s getting ready to
pay the bill, you add, “Mr. Howard, in case you’re
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ever in a hurry again, let me give you my Google
Voice text number. You can just text me “The usual,
6:00 pm,” and I’ll have your medium rare steak and
Waldorf salad ready for you. Or if you’re bringing in
a guest and need something special in advance, like
flowers or a certain kind of chocolate on the table,
just text me. I’ll make it happen, and you can
reimburse me when you arrive.”
Wow! You’ve just elevated your relationship with
Mr. Howard from waiter to personal assistant!
Naturally, you’d make this offer only for customers
with whom you have an excellent relationship, and
who you fully trust to reimburse you for whatever
they request. You can add an extra charge for this
type of service, so when you order flowers or
chocolate or whatever you need through your
network of contacts, you’ll be making extra dollars
on top of the handsome tip Mr. Howard will be
providing for his meal.
The next time Mr. Howard returns, you’re busy at
another table so don’t get to see him come in.
Because you told the hostess weeks ago that he’s
one of your regulars, though, Mr. Howard is
automatically seated in your station. (Of course,
even if the hostess messed up and tried to place
him somewhere else, Mr. Howard would insist on
being served by you.)
You greet him enthusiastically as usual: “Mr.
Howard! How wonderful to have you back!” He
doesn’t appear to be in a hurry this time, so while
you’re ready to rattle off “steak medium rare and a
Waldorf salad,” you simply ask, “What are you in
the mood for today?”
Mr. Howard replies, “I’m torn between the steak
and the lobster. What you do think?”
If you were an ordinary waiter, you’d simply say,
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“They’re both excellent.”
But because people are often tempted by more
than one entree, you’ve previously requested from
your manager the ability to let top customers order
a combination dish. This isn’t something you could
do on your own; but thanks to your initiative, and
management’s blessings, it’s another way for you
to provide extraordinary service: “Well, Mr.
Howard, if you like, I can get you a plate that’s half
steak and half lobster. That choice isn’t on the
menu; but if you’d prefer it, I can make it happen.”
Mr. Howard happily agrees. He adds, “That’s such a
great option! You know, there are lots of items on
the menu that are tempting, but I’m wary of taking
the chance of ordering them in case I won’t like
them.”
Because you’ve also heard this before, you’ve
discussed it with your manager too; and he’s
provided permission for you to say the following:
“Actually, if you ever come in on a Tuesday
between 4:00 and 6:00 pm, I hold a tasting party
that allows customers to try a range of our dishes
and wines for a flat fee.
“And by the way, if you come in on a Thursday
between 4:00 and 6:00 pm, I can offer you and your
guests free champagne with your meal! “Those are
both normally slow periods for the restaurant; but
because of these special offers, my station is pretty
full at those times. That makes my manager happy,
and my VIP customers like you seem to appreciate
it as well, so it makes me happy.”
Customers enormously appreciate such options,
and they aren’t terribly difficult to provide; but very
few restaurants actually offer them.
Mr. Howard replies, “You know, you’re an angel on
earth. Whenever I need to relax and not worry
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about anything, I’m coming here. And when I have
a colleague or friend I want to impress, I’m also
coming here...to be served by you.”
Now that’s what great service is all about. It’s not
screaming “Absolutely!” every time a guest asks for
something.
It’s paying strict attention to your customers, and
keeping an eye out for anything out of the ordinary
that you can do for them that will make them feel
cared for and special.
Remember, as a waiter you’re a small business
owner with no rent, no inventory, no employees to
pay, no business insurance, and food that’s
prepared by other people. That’s a good place to
be. And it means you can focus 100% on raising
your service to the level of superstar. Of course, not
every customer rates superstar treatment. But if a
guest starts snapping his fingers or whistling for
your attention, speaks to you with disrespect, or
simply fails to compensate you adequately in tips,
you can always gently cut that customer loose. All
you have to do is provide that person with standard
service, and no more; and let the hostess know that
the customer is no longer a request of yours, so
should be placed randomly at whatever station is
next available.
The customers that treat you right, however, are
your personal VIPs.
The other servers in your restaurant are waiting on
strangers who walk in, eat, and leave. But you’re
getting in regulars who know your name, and
understand that you’re unique; who appreciate all
the extra things you do to make them feel welcome
and special; and who are happy to reward you. The
result is your station is continually buzzing with
warm feelings.
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When this happens, how much more enjoyable do
you think your experience is on a daily basis versus
that of your colleagues?
And if you have your heart set on a career beyond
your restaurant, how many potential doors do you
think you’re opening by handing out your business
card around your neighborhood and spreading your
name around town; and by having so many loyal,
appreciative, and affluent customers?
Also, how much more performance experience and
star charisma do you think you’re developing by
serving a large audience of fans every day? Finally,
bottom line: How much more do you think you’re
earning in tips?
Money is freedom. It buys you time and options. If
you become a superstar waiter, the odds are great
it’ll ultimately help you become a superstar in the
career of your dreams.
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Chapter 15:
Using Your Customer’s Free Social Media
Is Your Restaurant Creating Postable, Sharable
Customer Experiences?
Because of social media your restaurant visibility is
now global not just local.
Because of social media your marketing dollar will
go one hundred times farther than just two years
ago.
Because of social media your restaurant, your
promotions and pictures of your edible creations
are on the phones and screens of tens of thousands
of hungry customers (Sometimes before the dish
has even left the kitchen!)
What are you doing to match employee training
with this new landscape called Social? Does your
business and everyone in it need to supply a
more sharable, postable, “Tweetable” customer
experiences? If you are going to thrive you do!
•
Does your staff love being at work and
making sales?
•
If not you need to start helping them!
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Show your staff how to "get more" from giving,
sharing the business with vast amounts of potential
customers, creating and sharing photo
opportunities with guests, food and the business.
Learning to doubling their efforts and your sales at
the same time!
As the only Socially Conscious customer
engagement / experience consultant and speaker, I
teach employees to see their customers, their
town, your business, their section, their co-workers,
chef or department head, their manager, the
restaurant or store owner, your food or products,
even the building where they work as the
goldmines they are to create everything they ever
wanted in life.
Within this program your employees truly value,
appreciate, motivate, facilitate and create
relationships which help them win within their own
section and community and make your restaurant
thrive.
•
Watch as everyone of your employees
generates more customers.
•
Listen as they guarantee each customer’s
return and referral.
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Chapter 16:
WikHow
The following list comes up as the number one
result on WikiHow for “How To Make More Money
As A Waiter.” It is the same unhelpful and
condescending 15 tips that every “Industry Insider”
has made available for fellow waiters for years. The
condescending WikHow list had not changed for
the past two years so I added tip #2 myself in an
effort to give waiters some value for their time and
effort in searching for a way to make more money
as a waiter. See if you agree with me that the tone
in this and almost everything ever written to “help”
waiters is condescending and unhelpful.
1
Fall in love with what you do. When you truly love
being a server, it shows. You will become infectious
with your good attitude and earn larger tips. In
addition to this, you will feel so good.
2
Assist guests before they even get to your tables.
Opening doors or helping with packages & coats
gives you a perfect opportunity to begin a dialog
plus get your station seated early! (Earlier seatings
mean more tables and more money.) Opening the
door and greeting a guest also gives you a chance
to "check them in" with the hostess plus get and
use their name as you seat them and later as you
140
check in on them. Knowing and using a guest's
name is an important first step in creating a
valuable repeat customer who will always request
your station and they usually tip much more.
3
Look good and smell nice. A dirty waiter or waitress
is unpleasant to look at. Wash your apron and
uniform. In addition to this, do not smell like
cigarette smoke, this turns most people off.
4
Anticipate your guest's needs. If your table orders
fries, you might be wise to bring ketchup (these are
often called pre-sets or pre-drops). If your table
orders messy food, bring extra napkins. Be a great
waiter and anticipate their needs, don’t make them
ask. 5
Repeat the order exactly. There are psychological
studies which discovered that you earn more tips if
you repeat the order of each guest exactly - not
paraphrased. Your guests will then (unconsciously)
think that you are similar to them and it will help to
make a connection.
6
Remember your regulars. If you will keep a note
book in your pocket and write down what your
customers eat and drink and anything of
importance, the next time they come in you can
wow them with your great memory. You will stand
out from every waiter they have ever known. This
will make put you in the elite of servers and help to
increase your tips.
7
Do not pester your guests. Checking on them
verbally every time you visit your section may
142
backfire and become irritating. Your guest will let
you know if they need anything when you are
walking through. Providing refills, napkins, etc. will
ensure that the only thing they should ask you for is
the check.
8
Be check ready! Print their checks after you send
the order, desserts, coffees, etc. and place in a
check presenter. No guest wants to wait for their
server to return with their check so it helps to
always have it on the ready. One minute to a server
may feel like five to a guest.
9
Offer to box up their meal. Instead of bringing your
guest a box, offer to do it for them. Some will say
no, in which case you may bring a box for them, but
this will really be going the extra mile and will help
your case when it comes time to tip. Note: this is
illegal in some states. - Make sure you know your
employer's policies beforehand.
10
Never let their drinks run out. This is so basic, but
when not done, can really hurt you financially. If
you know they suck those things down, you might
consider bringing them two. They would prefer that
over being empty. Don't feel the need to ask them
for refills, if it gets low, bring another. When the
whole table orders water, bringing extra doesn't
hurt.
11
Once they receive their food, ask specific questions
about the meal. e.g. Is the steak cooked well
enough?
12
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Sell more food. When you have higher check totals,
you get bigger tips. Offer appetizers, drinks and
deserts by name. Use enticing and descriptive
words like rich, creamy, smooth, spicy, etc. Offer
your guest an after dinner espresso or cappuccino.
This will warm them up and give them time to think
about how great you are and what a giant tip they
are going to leave you
13
Manicure the table. When the beverage napkins get
soggy, replace them. When they are finished with
dishes, take them away. If they make a mess,
politely help them clean it. People feel better in a
clean tidy environment. When people feel better,
they tip more.
14
Ask kids and ladies first. This is so basic, but most
waiters and waitresses miss it. When you follow
this basic cultural rule, you will be amazed how the
tips just seem to roll in.
15
Become a product expert by knowing your menu.
Notice that when you meet a waiter or waitress
that has tried everything on the menu, you tend to
listen to their recommendations a lot more. If you
want to earn more tips, make a decision to eat
everything on the menu and then tell your tables.
They will appreciate it and tip you more.
16
Upselling and "suggestive selling" are great ways to
increase your tips and maximize your guest's
experience. To up-sell, suggest an add on item, like
a side of shrimp to accompany a steak or perhaps
146
add chicken to a salad. Simple pairing of foods and
wine is a great way to suggestive sell.
Chapter 17:
Host Your Own Seminar
Four Days to the Customer Service Staff You’ve
Always Dreamed Of
Host Your Own Success Seminar! (This Script Is Written as an
easy to Attend Four Day/ One Hour Per Day Program.
Feel Free To Adjust.)
Step 1 Pick a location which will be large enough for
your entire staff to attend and hear you from every
seat.
148
Step 2: Acquire a way to play amplified music. Buy a
Cd Player for example or check your sound system.
Step 3: Acquire the songs “Them from Rocky” and
“We are the Champions.”
Step 4: Set a date and time when most of your staff
can attend and business will not be adversely
affected by a lighter staff. Approximately a week
notice gives employees time to arrange schedules
so that they can attend with their full undivided
attention intact.
Step 5: Alert your staff to the 1 hour meeting on the
given day. (Make the meeting mandatory if
necessary).
Step 6: Purchase standard composition books for
each team employee.
Step 7: Continue reading and complete this guide to
allow yourself time to get comfortable with and
make personal additions to the script.
Day 1 Of Event:
Arrive early. Bring in music source: Cd player or
Ipod and have “We are the Champions” or the
Theme from Rocky ready to be playing as your
employees arrive.
Have composition books ready to hand to each
employee as they settle in. (Or have them at their
seats if it is a large group.)
With music playing loudly, (Keeping energy high)
start the meeting before everyone is seated by
moving around the room handing out the
composition books and saying “This is for you but
don’t look inside.”
When a most of your team is seated and while still
handing out their composition books begin asking,
loudly over the music, these questions: “By a show
150
of hands, who would like more energy in their life
outside of work? ….. Ok! Great! Who would like to
have more fun at work? Come on! Hands again!
…Nice! (Thank You!) Alright, who would like more
opportunities in… general? …. Yes! Awesome! (Or
come on guys! No one wants more fun or
opportunities?) Ok! By a show of applause, (And
this is not a test!) who would like more choices?
Great! Thank you! Applause again…….who would
like more promotions and Less (Micro)
Management? Yes! I thought that might appeal to
some of you!
(Start to fade the music)
Alright now what if I told you that the key to ALL
those things are right there on the pages right in
front of you?
Believe me?
OK! Open your books then and you will see for
yourself that it’s true!”
Give them a moment to absorb. There will be
confusion looking at empty pages and a totally
blank book)
You: “See? Aren’t these books amazing?!!”
Someone will eventually speak. They will say “It’s
empty!” (“They are blank!” or “I got the wrong one!
There is nothing here!”)
You: “Yes! You said you wanted more time , energy,
fun, choices, opportunity and promotions …. Guess
what? You will find it all right here! “ And this is
where you will find all of that (It) If your pages are
empty you will be looking. When your pages are
filled, you will have all the things you need and
more.
152
Things you haven’t even dreamed of yet.
Opportunities and options than you ever imagined
or hoped. By Applause: Does that sound good?
(Haha! To me it sounds GREAT!) Or Ok! Let’s find
out how to get this rolling!
Does it sound good that by writing a few things in a
simple book a few times each week can change
your life for the better? Give you more time, more
energy even more money for what you really love
to to . more excitement for your passions? It was
pretty amazing for me too that I one blank book
could change my life but I started mine four days
ago and it is crazy! (I am amazed!) Maybe some of
you have noticed the change in me? OK. I am
getting off topic. So who has a “full book”? Is there
anything written on anyone’s pages? …. Anywhere?
Nowhere? Really? Um, ok… then we must all be in
the same boat together! We all want more fun,
choices, promotions and opportunity from our jobs!
Good! Guess what else this book will give us?
Community & Job recognition!
That is a Lot to expect from a few written words
every week! But it will absolutely be the thing that
changes your entire life for the better. But how
would you feel if I worked for you but I didn’t want
to tell anyone about it?
Not to good I’m guessing.
My point is that those business cards that we print
up are actually little keys that unlock opportunity,
choice, fun, freedom perks and bonuses both at
work and on your own time and they are free! And
they’re plentiful! And people want them! And you
get something back when you give them! Between
your book and these business cards you have all
the powerful tools you need in your tool box
already.
154
It is hard to perceive right now but I will show you
that what you have in this job is limitless personal
possibilities. I know you don’t see it yet but believe
me you will see your job in a whole new light in just
a short amount of time. Does that sound good? Do
you want to really love your job? DO you want to
have more fun here? Good! Then let’s go!
Now listen carefully…. because you have this job
you can talk to anyone. ……… Because you have this
job, you can meet any one. Because you have this
job, you can connect with anyone. Yes. (Long
Pause) Because you work here you can talk to
anyone, meet anyone and connect with anyone.
Isn’t that an unfamiliar thing to hear? Usually when
you start a job you learn about the products, the
services, your role in their business. No one ever
stops to explain the personal benefits you gain from
your employment. Well, When employees are
happier and know they have much more than just a
job… who wins? Yes! Everyone! When a team
member feels like he is getting more out than what
he is putting in what kind of employee is he? Yes!
He is a great employee. He is someone who doesn’t
need management. He make even want to do more
to attain recognition from superiors. He is probably
taking less sick leave. Now who wouldn’t want that
type of employee and all we have to do is show him
(or her) the way to take advantage of their job?
Why isn’t everyone doing this? Because we are
trained that we learn about the job. Not the other
way around.
We are taught that we must fit the job. We must
bring to the table all the qualities necessary to
enrich the position and do it better than anyone
before us. Not the other way around. Not what the
job can do for us and how can it fill in the gaps of
156
the things that we’re missing. But if your job could
talk it would tell you that you are not taking full
advantage of it. Here are a few of the ways it would
try to convince you to start:
Because you work here you can talk to anyone,
meet anyone and connect with anyone. This
actually may not mean a lot to some of you in the
room but for those who are thinking “Wow! That’s
pretty cool if it’s true!” Then if it is true then you
are already getting more than just your paycheck
the first time you use this idea.
Now we’ve all been trained (taught) that our job is
a place where we arrive do our work and leave.
When it is done for the day we are anxious to stop
doing or even thinking about it anymore. Excited to
start living our personal lives. But what if what we
do or what we sell could help us outside of work.
Help us outside of the job in our “Real lives.” What
if this job gave you your regular pay plus leverage,
respect, community, fun and energy just by taking
advantage of you position? Thant would be pretty
good right? And the great thing is that if you don’t
agree, if you don’t like meeting new people and
getting perks or bonuses then you don’t have to.
You can continue doing the excellent work you
have been doing and thinking of you job the way
you’ve been taught. This is just an opportunity to
use you job as a resource for every part of your life,
not just a paycheck.
It is a chance to use our robust inventory of
products or where we work or services we provide
to your own advantage outside of work.
Now YOU can use our inventory to your advantage
in two ways: The first example is when you would
like to meet someone new. Simply observe what
they are doing. What they are wearing, watching
158
on TV or looking at for instance. At a sports bar, for
example, you think a guy is really cute and he is
rooting for a team on TV. What do you have at the
store that you can tell him about? Did you have the
Alex Rodriguez bobble-head? Are there St. Luis
Cardinal shirts on sale? It is the EASIEST way to
open up a conversation and NOW he knows where
you work! (If you are too shy to talk to him, talk to
his friend.) Don’t let it end there though, pull out
your business card and write your name on it and
tell them that any time they come in and ask for
you that you will “hook them up” with all the new
sports stuff and secret sale items that no other
customers ever get to know about. Everyone likes
to have an inside source. It makes people feel
important and well attended to even if you nothing
but remember their name. It makes them feel
good, feel special plus it makes your work easier,
the business guts a new customer and now the cute
guy at the bar know how and where to find you
when he wants to ask you out. If it feels
comfortable, make sure you jot down your days
and hours on the card. This gives you more
opportunity to exchange information that you will
put in your composition book. (Is this your
hometown or why is that your favorite team? You’ll
get better about asking great questions which open
up lots of conversations and details which will help
you in every area in life, not only at the store.)
Now in your composition book you want to have at
the top of the page, the date and location of where
you met the cute guys then a brief, politically
correct description plus what you talked about etc.
(I even include weather conditions to help jog my
memory.) And you want to write those things in
your book as soon as possible because you don’t
160
want to forget anything. Now even if it’s a few
weeks before he comes into your store, you will
remember all of the important details simply by
looking back at that page in your book. Now when
he comes in for the rest of his life you will be able
to take a quick look at your book before impressing
him with your amazing memory and making him
feel ultra-appreciated and who knows where that
could lead.
Another way you can use our inventory to your
advantage is buy using it during your everyday
interactions with other people: Coffee/deli owners,
muffin shop employees, wine shop employees,
waiters, hairdressers, bartenders, gas station
attendants, drycleaners, cashiers, bank-tellers,
nurses … anyone really! The easiest way to engage
these people is to ask for their help and then
“respond in kind.” Telling them for example, “Thank
you so much for my delicious coffee every morning!
You are always so nice. (or you’ve been so helpful!)
I would love to return the favor! I can’t do as much
as you’ve done but if you come in and ask for me, I
will totally hook you up like an insider where I work.
(Where I work at__________) I’ll give you the
inside scoop on all the store secret/special items.”
This is when they will ask you for your name which
is important because when you tell them they will
actually be listening and trying to remember it since
they asked for it. Plus your name is the gateway to
their preferred services at your store. This is a
great time to take out a business card. “Here let me
write it on our card.”
Imagine that! Think of how many people you
interact with every day! Yes! From one person to
sometimes ten people you do business with
everyday who now have an “insider” when they go
162
to shop simply because you said thank you! Keep in
mind that these are now the nicest customers in
the store because they know you by name and you
told them you would give them special service.
They don’t even know what that means but they
want it, everyone does. So they will be on their best
behavior plus it is almost impossible to be rude to
someone who you have exchanged names. This is
another way to control your day and make work
more enjoyable for yourself. Can you imagine
waiting on only people who like you and appreciate
you? It would be like going to a party in your
department every day. Plus these customers are
more patient and understanding so they make your
job even easier.
Everyone wants to know someone “on the inside”
and guess what? That’s who you are! Start using
your job in customer service to your advantage and
get more than just a paycheck. I used to go to the
front of the line of every New York City night club
just by handing the bouncer my card telling him I
would “totally hook him up” when he came in. Of
course they never did but the possibility was so
enticing that they moved me to the front of the line
every time. When they let me in I would always ask
for their name, put it in my book and then call him
by name the next time I went. Guess who never
waited on any lines?
Start your books today and stop waiting on lines,
start meeting people and maybe even start getting
free muffins!
Start your composition book today/tonight and you
will be taking more from your job and taking more
than just a paycheck! And this is just day 1!”
Day Two:
164
Step 1: Print your seminar material. (Do this ahead
of time to allow time for unforeseen internet or
printing problems.) Approximately two hours ahead
of time for day 2 of your seminar, on a computer
with printer attached, open your “Paint” program
and then an Internet browser.
Step 2: On the Internet, locate your business
address in Google Maps. On the upper right hand
corner of the map click “satellite.” Zoom in until
you see several blocks around your business and
the buildings surrounding your building. Step 3: On
the upper right hand part of your keyboard find and
push the button marked “prt sc” (Print Screen).
Step 3: Click your “Paint” program open and on the
upper left toolbar click the clipboard to “Paste.”
Step 4: Next to the “Paste” button on the toolbar,
click “Crop” then click a corner of the map and drag
your mouse across to the end of the map and
release. Next click “Crop” again.
Step 5: Save & Print map1 for your employees.
Step 6: Arrive at the meeting place early again and
again begin music before your team arrives. (The
same two songs should play. As employees arrive,
move around the room giving each team member a
map and colorful marker which will show up on the
black & white maps when they circle the businesses
where they know an employee by name.)
With music playing loudly, (Keeping energy high)
start the meeting before everyone is seated by
moving around the room handing out the maps and
markers.
When a most of your team is seated and while still
handing out their maps begin asking, loudly over
the music, the question again: “By a show of hands,
who would like more energy in their life outside of
166
work? ….. Ok! Great! Who would like to have more
fun at work? Come on! Hands again! …Nice! (Thank
You!) Alright, who would like more opportunities
in… general? …. Yes! Awesome! (Or come on guys!
No one wants more fun or opportunities?) Ok! By a
show of applause, (And this is not a test!) who
would like more choices? Great! Thank you!
Applause again…….who would like more
promotions and Less (Micro) Management? Yes! I
thought that might appeal to some of you! (Start to
fade the music)
“Yesterday we talked about the fact that since you
have this job you can meet anyone. And it is a fact. I
don’t care what you sell… you can ALWAYS start a
great conversation with someone you want to talk
with even if you sell ladies underwear and you want
to talk to a 22 year old college student! Tell him you
can make his life a lot easier. When he asks “how”
or “why” just tell him, “Obviously if you are a
serious student (or this good at baseball, math,
computers etc.) You don’t have time to shop for
your mom or girlfriend. I work at _______________
and I can handle all that for you.” You can even go
as far as saying you handle that for all the serious
students (or sports guys) Just come in and ask for
me. (Or text me your budget and I will put
something together for you to look at.)”
Now that you know you can meet anyone because
you have this job and that it starts with a
conversation, that conversations lead to exchanging
names, names that get written into your books so
you can remember them, remembering people’s
names become the foundation of a relationship and
relationships can become anything you want! That
relationship could be your next best friend, the first
person on line at your first book signing, the person
168
in the front row of the play you wrote or are staring
in, the mother of your child’s next play date, the
mother of your next child! (Laughter) Your next
boyfriend or carpenter… the possibilities are
endless!
Your possibilities are absolutely limitless and
exciting! Right? And all because you have a job. Use
it to your advantage and you’ll get way more out of
it then you put in.”
“OK, we also talked about the fact that you can
begin a rewarding relationship with the store
owners and employees that you encounter
everyday single day simply by saying, “Thank you!”
And it is a fact that saying, “Thank you for your
help! I would love to return the favor.” Makes
people listen to you. So now use it to your
advantage every day and everywhere you go.
Leveraging your job for everyday tasks and
encounters saves time effort and money which
means again, because you have this job you have
more options, possibilities and goodwill from the
people you do business with every day.
Some of the people you do business with are our
neighbors. Neighbors who probably have no idea
what your name is and you have no clue what
theirs is, even though maybe the same person
hands you your coffee every morning or your rings
you up every Wednesday night perhaps even for
more than a year!
With the old way of thinking about retail, there is
no reason to exchange names. Now, with the
advent of social media, customers find it preferable
to get referrals, recommendations, create
connections and buy from “friends.” I want you to
personally benefit from this new business
170
landscape by showing you how to personally gain
using one of your most valuable resources: your
job. The old business model almost prevents any
type of friendly relationship, focusing on the
curious, almost mechanical greeting and farewells
time and again. (Most places I go into, it’s like the
movie “Ground Hog Day” where the staff acts like
it’s the first time they have seen me even though I
have been in every day for a week. Then I give them
my, “Thank you so much!” and my card and ask
their name for my book and a magical new world
opens for me even in a coffee shop! Suddenly I’m
the V.I.P. and even standing in the back of the line
someone is shouting, “The usual LeeAnne?” saving
me time. Next at the cash register, Courtney the
owner is saying, “This one is on me.” saving me
money. And I am asking Courtney, “When are you
going to come to my store so I can show you all the
tricks of the trade and special deals?” Creating
goodwill. But I take it one step further, I make sure
she sends me her customers too by saying, “I know,
I know. You’re a busy lady, well if any of your
friends or good customers need___________ feel
free to send them in for my special services but
they have to mention your name! I’m only going
above and beyond for friends of us hard working
people.”) You just made absolutely certain that you
will receive preferential treatment and that she will
refer people to you, yet you have really offered her
nothing, simply recognized that she is working
really hard. It is human nature to want to help
someone who has recognized us right? Yes! So she
may already begin thinking of people or ways to
refer people to you! Why? Because everyone likes
to feel important and you just told Courtney that if
people use her name they will receive special
services. Everyone likes to use their name! You just
172
created so much power and opportunity for
yourself and so much goodwill and recognition for
someone else simply buying a cup of coffee! You
are on your way to becoming unstoppable right?
All this power came from a, “Thank you” and
exchange of names that could not have happened
without having a job. Use your job to create more
possibilities and energy.
Now something you haven’t thought about yet….
when Courtney sends people in they are wonderful
customers because they are a referral. They have
no idea what your relationship with Courtney is and
will take great care not to jeopardize anything that
has been created. It is human nature. Now you
have power, goodwill, energy and kind courteous
customers coming in asking for you and it’s only
The second day of our seminar!
Now take a look at your maps. Can you see our
building? Ok, I want you to circle the buildings
around ours where you know the name of at least
one employee and they know you and what you
sell.”
“Ok. See you tomorrow.” Walk out of the room.
Day 3
Step 1: You will need current newspapers and
colorful markers again. Acquire newspapers for
your entire team. (The newspapers should include
an entertainment or event section with arts,
movies, bands, book readings/signings, concerts,
charity happenings, poetry or plays in the park,
bake-sales, live music nights at local restaurants
etc.)
174
Step 2: Arrive at the meeting place early again and
again begin music before your team arrives. (The
same two songs should play. As employees arrive,
move around the room giving each team member a
newspaper.)
With music playing loudly, (Keeping energy high)
start the meeting before everyone is seated by
moving around the room handing out the
Newspapers.
When a most of your team is seated and while still
handing out their newspapers begin asking, loudly
over the music, the question again: “By a show of
hands, who would like more energy in their life
outside of work? ….. Ok! Great! Who would like to
have more fun at work? Come on! Hands again!
…Nice! (Thank You!) Alright, who would like more
opportunities in… general? …. Yes! Awesome! (Or
come on guys! No one wants more fun or
opportunities?) Ok! By a show of applause, (And
this is not a test!) who would like more choices?
Great! Thank you! Applause again…….who would
like more promotions and Less (Micro)
Management? Yes! I thought that might appeal to
some of you!
(Start to fade the music)
“Now, yesterday we talked about how to create
opportunities and goodwill for yourself through
creating conversations outside the store by
empowering the people we want to know (The cute
college student was empowered by knowing you
can take care of all of his gift giving needs)and
people we do business with anyway (The coffee
shop owner was empowered when you recognized
her hard work).
Now I want to show you how to create (Gain) more
power and goodwill for yourself inside of the store
176
simply by knowing what is going on in your
community that others may not.”
“Go ahead and take a few minutes to skim through
your newspaper and circle a few of the events and
happenings that you DID NOT know where going on
this week (Month) but that interest you. Events or
happenings that you would attend and then go
ahead and put the # 1 next to those.” (Wait about
5-10 minutes. Talking is ok. Not encouraged but
ok.)
“Ok. Did everyone discover a few things they found
interesting? Things you may take the time to
checkout?” “Good.”
“Now, look to your right (choose a direction) and
based on what you can guess about by looking at
the person sitting next to you, go ahead and skim
your paper again and circle some events or
happenings that you think may appeal to that
person.”
“Mark those with the #2 please.” …………. (Give your
team another 5-10 minutes for this.)
“Ok. Now turn to the team member on your (right)
and tell them what you found. Thinking as if you
have never met this person before and don’t know
anything about them, can you find a way to tell
them about the event/happening? Go ahead and
tell your total stranger about the event that you
think would interest them.”
This is fun. Give them a few minutes to muddle
through and have a little fun with it.
“Can anyone tell me why we just did this?” (Or
what was the point of this exercise?)
They should give you answers like: how to approach
people we don’t know, how to use readily available
information to start conversations etc.
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“Exactly! Now, people on the right, what are some
of the ways complete strangers approached you
and how did it feel for you?”
Have fun with this. You will get all types of answers
but basically you're looking for, "I felt that a
stranger gave me a gift out of the clear blue." Or
"Someone I didn't know did something nice for
me."
“Social media is changing the playing field of almost
everything and opening brand-new doors for those
willing to change with the times. It is no longer the
exception but the rule to do something nice for
strangers online. Offering referrals, information and
tips are easy and effortless at your keypad but not
yet put into practice in real life. Those who dip their
toe in these new waters will find themselves always
quenched while those around you struggle in thirst.
I encourage you to start practicing these easy
exercises both in-store and on your own time to
create your own rivers
Day 4
Now that you understand the mechanics of how to
create conversations which leads to the exchange
of names, names which get written into your book
to become the foundation of a relationship a
relationship which can become anything you want,
you can now take fuller advantage of your job.
The possibilities are limitless in this regard alone
but this was just a four-day seminar and I can’t take
any more of your time to tell you all the ways you
can get more of than your paycheck and get
bonuses (promotions) faster but I think you have
seen that I really want you to get much more out of
the job you already have and I have a book here
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that will show you how to take fuller advantage of
your position.
Now we benefit from your new relationships for
sure but you are creating customers who want to
come here because of you. That is a skill no one is
teaching their employees out of fear or myopia.
Fear of losing their employees to their true
passions, fear of employees taking customers with
them if they ever do leave, Fear of adapting to the
thing called social media or the Internet, or fear of
trying something new.
Whatever their fear is, it doesn’t concern me. I
believe happy employees not only stay but also
thrive and pursue their passions as well. I also
believe that our products and services are top
quality and carry enough merit that customers will
continue to shop with us.
So with that said there's nothing for any of us to
fear and only an amazing new world rife with
opportunity ahead.
Thank you so much for attending all four sessions
and thank you for working here with us. I really
appreciate you and look forward to a great new
future that we will mold ourselves unlike any other
store or business that has ever been before could
luck team and thank you again now give yourselves
a big round of applause And exit.
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Fifty Shades of Pay!
The Restaurant Waiter’s
Guide to Huge Tips and
Raving Fans Fast!
Read on to Learn The Exciting, New Connective Techniques
to Develop a Huge, Big Tipping Customer Base For Your
Section in Your Restaurant. “Auto-Pilot” Customers Who
Value You Personally and Make Life Easier And More
Profitable!
Read this book to learn how to use everything around you to
make more money faster and easier than anyone else.
This guide is for everyone from longtime business waiter to
newest employee.
Every waiter is actually a business owner and this invaluable
information will afford you both the chance to take
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advantage untapped resources and create long lasting
relationships with customers who will return again and
again, follow you anywhere and support your dreams
outside of the restaurant.
by LeeAnne Homsey
Forward
Thanks to social media, your customers now do EVERYTHING
with a more social consciousness.
They share their experiences worldwide as they are
happening. Do you have a program in places to match their
expectations and if so what are the key components to your
socially conscious customer service?
Whether a restaurant owner or waiter, I have designed this
new Customer Service approach to create a consistently
replicating stream of customers so you can reach your every
goal and dream.
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Chapter 1:
Standard Employees vs. Superstars
Business Owners: If you have standard employees and
standard employee training how can you expect superior
customer service 100% of the time?
Standard employees experience their customers as a stream
of nameless people who come and go. At the end of a meal
a server takes the 20% left to them, instantly forget
everything about that meal, and simply move on to the next
one.
Employees: If you use my techniques, you’ll create
customers who come specifically to be assisted by you...over
and over again. They won’t be anonymous, they will become
friends and contact who will get to know you, appreciate
your efforts recommend you. They will praise you to
superiors, help you get bonuses, raises, promotions and or
leave you substantially more than a 20% tip.
While it might seem like a no-brainer that it’s better to be
fully appreciated for your unique style and higher paid for
your work than to be a virtually invisible and
interchangeable servant collecting a standard tip, I often get
resistance from actors, singers, comics, and other stage &
screen performers. They feel uncomfortable putting
substantial effort into their waiter jobs when it’s something
they’re doing just to pay bills until their careers take off.
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If this applies to you, please know this feeling is
fundamentally unhelpful, for several reasons.
First, the principles I’ll be teaching you about becoming a
superstar waiter can also be applied to becoming a
superstar performer.
Think of your restaurant as a theatre. All your fellow waiters
are on the same stage; but you’re going to turn the
audience members into fans of you specifically. As you build
your personal fan base at the restaurant, these audiences
will be returning over and over again to enjoy more of your
performances...and the special memories that only you are
providing them.
Also think about what an incredible advantage in attitude
this gives you from your peers. The vast majority of
performers resent their day jobs, and so they tackle them
grudgingly, exerting the barest amount of effort needed and
no more. After they’ve spent most of their time filled with
negativity and a closed heart, and actively avoiding giving
their restaurant audiences an extra special experience, how
well do you think they’re going to do when they’re at an
audition for a huge role? How much of a positive attitude
and superstar vibe do you think they’ll be able to muster
when it counts most for making their dreams come true?
Plus you never know who’s going to wander into your
station. Sometimes you’ll get customers who can actually
help your performance career—especially if you’re working
in a major entertainment center such as New York or Los
Angeles. How much more likely are they to do that if you
dazzle them as a superstar serving them?
Another factor is very straightforward: money. Why
wouldn’t you want to make a lot more cash at the job you’re
already doing?
It’s common for performers to spend hundreds of dollars on
courses such as “The Business of Acting” that end up having
little or no effect on their lives. If you follow this book’s
advice, it’ll have a dramatic positive impact on the business
you spend most of your time conducting—pleasing
customers. And the more you earn, the more freedom you’ll
have to pursue your performance career.
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Finally, you’ll actually have more fun at your day job
following my techniques. You’ll fill your station with
customers who haven’t simply wandered in off the streets,
but are fans coming to enjoy you and your special gifts for
making audiences happy.
Then again, if you aren’t currently striving to work in show
business, you may find my techniques give you so many
opportunities to practice being a performer before a wide
range of audiences that you may eventually develop the
desire to try out your skills on larger stages.
Either way, you should never feel that you’re “betraying”
your dreams by turning your job into a happy, fulfilling, and
lucrative daily experience. If you’re truly committed to a
career outside of a restaurant, then you don’t need to be
miserable to make it happen. On the contrary, the more you
nourish yourself with positive energy, more and more
“supporters” and a growing bank account, the more likely
you are to achieve everything you’re going after.
I remember the first time I realized I had created my first
customer for this book when I was standing at the host desk
of The Brandy Library where I had taken a part time job in
order to pay my bills. I was writing feverishly when one of
our regular customers came up and asked what I was
writing. I told Larry it was a book on better customer service
through name recognition in the hospitality industry and
how to easily get a customer’s name and use it. He thought
for a moment and said, “You’re going to need to change the
title but I want a copy.” I remember being confused by the
statement. “What does one have to do with the other?” I
asked. “I’m in real estate.” He said. “And your book is
needed in every industry but if it says “Hospitality” my
employees won’t read it.” I was in shock. Here I was still
writing and because I had created a regular customer who
felt comfortable talking to me about my interests outside of
the restaurant I had my first sale! I began to look at all the
customers in Brandy Library quite differently. And assist
them any way I could.
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Chapter 2:
Creating an Experience
Business Owners: Have you trained you staff to sell products
or to provide a customer experience?
Employees: When personal computers first sold to mass
audiences in the 1980s, they were all pretty similar—grey,
text-based, and focused on delivering functionality. Then
Apple came out with its Macintosh, which looked more like
a work of art than a data cruncher; and which focused on
not only getting a job done, but on providing a memorable
experience carefully crafted to make people happy every
single time they used it.
A similar situation exists today in restaurant service. Most
waiters are trained to be nameless, interchangeable servers
who perform a straightforward job of delivering food and
drinks, and otherwise are instantly forgettable. What this
book will teach you to do is become the waiter equivalent of
an Apple Macintosh (or iPhone, or iPad, or whatever your
favorite device is). You’ll be serving food as efficiently as
anyone, but you’ll also be creating a wonderful experience
for your customers, fueled by your unique personality and
style, that will make them want to come back to you over
and over again.
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You’ll start off treating every customer who comes to your
station like a VIP. You’ll find some people don’t merit star
status, and that’s fine; you’ll simply refrain from using your
customer retention techniques on them. For the customers
who you find do deserve your special care, though, you’ll be
empowered to hold onto them. After you do this for a while,
your station will be filled with returning customers who
appreciate and reward you for being extraordinary, and for
making their every visit a special one.
Over time, you’ll find that making your customers feel like
VIPs will make you feel like a superstar. You’ll also find that
trying to make every meal a memorable experience will
make your time at work creatively challenging and fun...and
very financially rewarding.
One experience I remember creating while I was testing out
theories for this book: Will customers tip much more for an
extraordinary experience?
This was a tough one as I was hostessing and not really in
the position to receive the tip so I deflected to my colleague
“J.” Now I had just titled my new chapter “Creating an
Experience” when the phone rang. It was a customer hoping
to make reservations for she and her five friends to
celebrate her boyfriend’s birthday. BIRTHDAY! Ding ding
ding! The alarms in my head went off! I had to think of a
way to test my theory quick! After a brief hold, I was back
on the phone asking questions and helping her visualize an
evening like no other. Suddenly her simple query of, “and
can you put a candle in a dessert?” became the foundation
for getting the birthday boy’s name, age, preference.
Getting her name, her learning my name, telling her that the
server asked if he could bring out a special spirit bottled the
year of her boyfriend’s birth and if he could take a photo.
The women on the phone was astounded by all that would
be taking place “at her server’s request” and couldn’t wait
to come in and meet both of us. Meanwhile “J” had NO idea
what I had been up to but decided to go along with my test
when he discovered it was all in an effort to see if his
customer might tip more. Well long story short the evening
was a huge success a dessert plate was mad with the
boyfriend’s name written in chocolate, the guest arrived
asking for me by name, a short, one of a kind video of the
happy birthday moment was made, photos we took went
viral with “J’s” name credited with the extraordinary efforts
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made and the best part? After mentioning that this was all
“J’s” planning and executing he was given a 30% tip on a
$640.00 check. Not bad for doing essentially nothing out of
the ordinary except now it was an experience.
Chapter 3:
Owning Your Own Business Within a Business
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Business Owners: Did you hire your employees to work for
you or with you? If they work for you they make the same
amount of money whether they work hard or not. When
they work with you they share your vision, work ethic and
commitment to each guest. Which would you prefer?
Employees: Being an employee in a restaurant puts you in a
wonderfully unique position. You can think of yourself as
owning your own business—but with zero overhead.
That’s because you don’t have to pay for business rent,
utilities, food, beverages, cooks, hosts, inventory
maintenance, accounting, or anything else. The restaurant
you’re in does all that for you.
All you have to do is show up within that larger business,
and focus like a laser beam on your personal product—
which is your service.
If you do a great job of creating a unique experience for
customers with your service, than they’ll compensate you
for it. And the more you grow your business by attracting
loyal customers, the more you’ll earn.
Meanwhile, you’re investing almost no money in building
your business (aside from small expenses such as business
cards), and you’re at no risk.
How many other jobs let you run a business within a
business?
When looked at the right way, this is a sweet deal...if you’re
prepared to take full advantage of it.
I could probably tell you a thousand examples of how I have
used the resources around me, created an extraordinary
experience for a customer and they have put huge amounts
of money in my hand as a result of it. Once I saw a
gentleman struggling to read the menu so I sent over, on a
silver tray, a pair of red rimmed glasses. (They were mine. I
was going through a red phase and I was at the dollar store.)
Now I could have sent over any one of the more appropriate
looking glasses but as the fifty plus year old customer lifted
the glass case thankful for the gift of sight in the dimly lit
room, I said, “The only catch is that we I need a picture on
Facebook of you wearing my glasses.” They all started
laughing when the guest opened the box to show his friends
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the glasses that would for sure create a great photo and out
came the cell phones and cameras and a lot more laughter.
By the time they left they all knew my name and the host
was thanking me for a remarkable evening and that my
unique handling of a possible awkward situation set the
tone for an extraordinary evening. Suddenly there was a
$100.00 bill in my hand and a glowing review on Twitter. For
that moment I was in the eyeglass business!
Chapter 4:
Greet Them!
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Business Owners: Do your employees look for opportunities
to help customers or wait for them to need help?
Employees: Right now you probably focus only on your
station or department, and on whatever customers happen
to wander into it.
What I want you to do instead is start being proactive by
greeting customers before they get to their table.
I know this runs counter to traditional training. Waiters are
taught to stand against the wall with their hands behind
their backs until a customer is seated at their station. But
seriously, if I walked into your house, would you be doing
that? Or would you be saying, “Hey, come in! Let me take
your coat!” That’s how an owner greets a guest. And as the
owner of your business within a business, that’s what you
should do.
Stay close to the restaurant entrance, and keep an eye out
for customers who are loaded down with umbrellas (when
it’s raining), or bags or packages (especially during holiday
shopping seasons), or even heavy coats (during cold
204
weather). Help these customers out as soon as they set foot
in the door.
At that point you’re not just a waiter anymore; you’re a
considerate individual who’s going above and beyond to be
helpful.
Now the customer is almost obliged to have a conversation
with you. You can kick it off with, “Welcome! Thanks for
coming in. Is there a reservation under which I can check
you in?” If the reply is, “Yes, it’s Mr. Buckley,” turn to your
hostess and say, “Ashley, this is Mr. Buckley. I’m going to go
check his things. Do you know where he’s sitting so I can
bring the coat check ticket over to him?”
The hostess probably doesn’t know where he’s sitting—
which is great. Because when she says, “I’m not sure,” you
can say, “Well, I hope Mr. Buckley is sitting with me”—and
then leave!
If you’ve encountered the sort of customer you want, he’s
likely to be thinking, “Wow; no one else in this restaurant
has helped me with the door. Nobody has helped me with
my coat. No one else has introduced me to the hostess. And
there’s only one waiter who knows my name.” And so he’ll
turn to the hostess and say, “Yes, I’d liked to be seated at
one of her tables, thanks.”
Now you’ve got someone at your station who appreciates
you for being more than just a waiter. You haven’t even
taken his order, but you’ve already established a positive
relationship, and a feeling from your customer that he owes
you above and beyond your 20% tip.
Another advantage of this “Greet Them!” technique is that
during the slow hours, such as the pre-dinner period, it
allows you to steer customers to your station who you might
otherwise lose to random placement. That means more
service, and more tips, every day.
Because this isn’t typical behavior, your fellow waiters may
tell you that you’re nuts: “What are you thinking, doing
more than you have to?! We never go out of our way to
create extra work for ourselves!”
But you know what—who cares what they think? This is
about you setting yourself apart from your peers. Because
not only will you end up with a bigger tip, but these
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customers are likely to come back specifically to enjoy more
of your VIP service—and continue tipping you big.
While all the other waiters are hoping to get standard tips
from strangers, you’ll eventually be waiting on a steady
stream of customers who you’ve turned into your fans, and
who are coming to the restaurant primarily so they can be
served by you.
Once I was walking through Angelo & Maxies on Park Ave
South and 19th street. I had only been working there about
two days and didn’t know the table numbers yet. I saw a
hostess going to escort a couple to their table but didn’t
offer to carry the lady’s drink. I think because it was filled to
almost overflowing. I saw an opportunity to kill two birds
with one stone: learn table numbers and make a guest feel
special by having two people assist them. Well, when I saw
how gorgeous the woman was I just knew the gentleman
must be feeling proud as a peacock so I put her drink on a
tray and lifted it high, Statue of Liberty Style, and let the
whole crowded dining room know that I was with a couple
of V.I.P.s. Everyone stared, stopped eating, stopped talking .
You could feel the curiosity in the room. It was great! When
we reached the table there was a busboy pulling out the
chair for her after watching this display of pomp and
circumstance. Shortly afterward the gentleman approached
me, in front of my boss who now owns Tao and asked my
name put $20.00 in my hand and said he had never felt so
wanted by a business before in his life.
That was a drink the customer was going to carry to her
table herself. I grabbed it, made $20.00 extra dollars and as
if I wasn’t already Rich’s favorite manager, I was on the fasttrack to becoming one! I used the “Statue of Liberty” carry
for the rest of my management and hostessing positions by
the way and although I can’t say to the penny what it has
netted me I do know it is around the $5000.00 mark. Think
of it. When you carry things in front of you, isn’t that what
everyone else does? How can you be remarkable doing
things the way everyone does them? That was $5000.00 and
lots of business cards from people who want to dine when
I’m working because I make them feel special. $5000.00 for
lifting my arm ten inches higher when I walked.
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Chapter 5:
Exchange Names
Business Owners: Customers are 80% more likely to
patronize business when they are known by name.
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Employees: When I’m providing a service to a customer, I
want that customer to know my name, and I want to know
the customer’s name. This lays the foundation for a
continuing relationship.
Again, lurking by the door is a great way to accomplish this.
When a customer comes in, you can say, “May I check you
in?”
The customer might reply, “Yes, my name is Johnson.”
Now you have his name. “Hello, Mr. Johnson,” you reply.
“This is Ashley, our hostess.”
Next, say to the hostess, “Oh, I hope Mr. Johnson is sitting
with me”—and walk away!
If Mr. Johnson responds appropriately by telling the hostess
he wants to be seated in your station, then you’ve got him
as a customer. (And if he doesn’t, he’s probably not the kind
of VIP guest you’re looking for...)
Once Mr. Johnson is seated, wait until he asks you for
something even slightly beyond the norm. When he does,
work in your name. For example:
“Can I have another napkin?”
“Of course! You’re in LeeAnne’s (use your name instead of
mine) station! You can have whatever you want!”
or
“Can I have an extra slice of lemon?”
“Of course! You’re in LeeAnne’s station! I’ll get it for you
right away.”
Service isn’t simply saying “yes” and going the extra mile. It’s
about doing the unexpected to create a memorable,
wonderful experience for the customer.
When you stick your name into your sentences, and make a
customer feel he could’ve had a whole lemon tree if he’d
asked for it because he’s at your table, you’re giving him a
reason to remember his meal...and to come back so he can
enjoy another wonderful experience from you.
You never want to sound canned when you provide your
name. It always has to come from the heart.
If your customers perceive you as authentic, then they’ll
start using your name—and not in an arrogant, finger-
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snapping way, but graciously—and you’ll have established a
lovely relationship.
When that happens, go to the hostess after the customer
leaves and say, “Just so you know, Mr. Johnson has
requested me as his server.” She’ll then link Mr. Johnson’s
name to yours, so any reservation he makes in the future
will be placed in your station. That’s a customer you now
have for life.
There’s one more major thing you need to do, though: Make
sure you remember Mr. Johnson’s name and details. If the
next time he comes in you don’t recall his name, that’ll be
worse than if you never learned his name in the first place.
Of course, because you’ll be meeting dozens of new
customers a week, it’ll be nearly impossible to remember
each of their names without some help. So during your next
break, in either a paper notebook or mobile device, write
down Mr. Johnson’s name, the date and time he came in,
which table he was sitting at, a brief description of him
(height, weight, hair color, type of clothing—whatever will
help you remember him), and anything notable about your
time with him (e.g., his food preferences; for more on this,
see “The Dollars Are in the Details” chapter). This written
record will be a lifesaver whenever Mr. Johnson returns—
because you’ll be studying your list of names every night,
and doing your best to memorize each key customer.
Something else to do when you get home is back up your
list. If you’ve written your information in a paper notebook,
transfer it to a Word document on your home computer. If
you’ve typed it into a mobile device, copy that file to your
computer. This information is gold to your business, so treat
it that way by always having backup copies.
Finally, if you care to go the extra mile, briefly search for a
photo of Mr. Johnson via Google Images, Facebook, or
Flickr.com, and add that picture to your profile of him. That
might sound like a lot of work, but if an image is available
online you can usually find it in a few minutes, and then
copy & paste it into your Word document in seconds. If
you’re like most people, you’ll find it easier to recognize Mr.
Johnson the next time he comes in when you have his
picture right next to his name and description.
If you follow the advice in this chapter week after week,
your station will be filled with steady customers who are
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there to specifically enjoy you, make you feel special while
you’re making them feel special, and tip big. Meanwhile,
your fellow waiters will be standing around idly and just
hoping some strangers who walk in are assigned to their
tables.
Chapter 6:
Thank You!
216
Business Owners: Are your employees sending the wrong
message? Even a “Thank you” can convey thanklessness by a
passive aggressive employee. Inspire your employees to
really “Thank” your customers and watch customers return
much more frequently!
Employees: Many restaurants train their staff to respond to
both a customer request and a customer’s thanks with
“Absolutely!”
I vehemently disagree with this—because that response
makes it sound as if whatever you’ve been asked to do is
nothing.
If a customer says, “Can I have an extra slice of lemon?” and
you reply “Absolutely!”, it dismisses the effort you’ll be
making—and that’s neither accurate not helpful to you. It’s
effectively saying, “I cut lemons and bring them to tables all
day long, whether you’re here or not.”
It is some effort to go into the kitchen and cut off another
slice of lemon. Maybe the chef is pissed off, and he’s like,
218
“What are you doing in here? You’re taking up too much
room!” Maybe there’s a long walk from the kitchen to the
customer’s table, and while passing a different server’s
station another customer flags you down for a favor. You
sliced and delivered the lemon specifically for your
customer; and you deserve to score points for it.
Hospitality isn’t pretending that you’re doing nothing. It’s
about letting your customers know that you are doing
something for them, so they can feel special and cared for.
So what do you say instead of “Absolutely!”?
In response to the request, get your name in. “Of course!
You’re in LeeAnne’s station! (using your name rather than
mine). I’ll get it for you right away.” That tells the customer
you’re ready to go above and beyond for her because you’re
special, and you’ll always treat her as special too.
When you deliver the item and the customer says, “Thank
you,” respond with “Thank you.”
That’s effectively saying, “Yes, it was an effort; but thank
you for being here.” And it’s also saying, “Thank you for
letting me provide this service to you...because I know your
tip will reflect it. Thank you in advance for that bump above
20%.”
Whether the customer subconsciously picks up on both
meanings or just the first one, at least you’re not dismissing
your effort with a robotic “Absolutely!” (as in “No problem! I
love cutting lemons!”). Even a polite “You’re welcome” is
dismissive, because it’s so instantly forgettable (“You’re
welcome, I do this all time, and it’s as automatic for me as
this response...”).
A reply of “Thank you” isn’t the norm, and that makes it
stand out.
And what you want to do as a server is stand out from the
crowd—albeit in a positive way that affirms how special
both you and your customers are.
One of my favorite things to say to a customer when they
say, “How are you?” “Better Now!” or “Better now that you
are here!” It always makes them laugh or takes them by
surprise in not being made to feel average but absolutely
wanted. By the time I do anything for them and the respond
220
with, a thank you, my reply of “Thank YOU!” is heard as
sincere appreciation for their patronage and their business.
Try to love making people feel special. They work hard for
their money too and when they feel appreciated they are
more likely to spend it with you and tell friends to do the
same.
Chapter 7:
Leveraging the Incomplete Party
Business Owners: Your employees have an easy opening to
create special, lasting relationships and memories when
assisting the first person of an incomplete party. This is a
great opportunity to get or give names, find out what the
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occasion is and even start planning a photo to be taken and
posted.
Employees: Customers will frequently rendezvous at your
restaurant—which means one of them will arrive before the
other (for a couple) or others (for a group). This common
situation is referred to as an “incomplete party”—and it’s an
opportunity for you to take what you’ve learned so far to
another level.
Let’s say the first to arrive is Ms. Reed, and she’s meeting
two male business associates. Because you’re using the
“Greet Them!” technique, you’ve greeted her at the door;
and because you’re using the “Exchange Names” technique,
you’ve already gotten Ms. Reed’s name.
Now you have an opportunity to take things a step further.
Once she’s settled, pass by again and say, “Ms. Reed, I know
you’re waiting for some colleagues. What are your guests’
names? I’ll tell the hostess and make sure that you all
connect right away.”
It’s possible Ms. Reed will decline your offer, saying, “Oh,
don’t worry about it, I’ll see them when they come in.” But
because you’ve already extended her some other
courtesies, she’s more likely to say, “Their names are Mr.
Marston and Mr. Winston. Thank you.”
This is your chance to reply, “Thank you. My name is
LeeAnne (substituting your own name). If you need
anything, please just ask for me.”
At this point, the chances are Ms. Reed is thinking, “Wow,
this LeeAnne really knows how to provide service. I’m going
to sit at her table.”
Meanwhile, you definitely should tell the hostess, because
Ms. Reed’s colleagues might arrive at a moment when
you’re busy serving other customers, and you need to keep
your word.
But if you happen to be at the door when someone new
comes in who fits your expectations—in this case, a male
businessman—don’t hesitate to go up and say, “Oh, are you
Mr. Marston or Mr. Winston?” With luck he’ll reply, “Why,
yes, I’m Mr. Winston. How did you—wow, thank you! This is
service.” You can then reply, “I’m LeeAnne, and I’ll be taking
care of you tonight. Right this way, Mr. Winston.” Then
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bring him to the table where Ms. Reed is waiting and pull
out his chair for him.
And repeat this process when Mr. Marston arrives.
You now have license to use the names of all three
customers for the rest of their dining experience—and
establish a relationship with each of them.
For example, as you’re walking by, even if you’re busy, you
can just casually say, “Ms. Reed and Mr. Winston, how’s that
steak? It’s amazing tonight, right? They must have gotten
those cows from Heaven!”—and then walk away! What
you’re saying to everyone else in the restaurant is that Ms.
Reed and Mr. Winston are VIPs. Both of these customers
will appreciate that.
Then on your next pass by the table, say something positive
about Mr. Marston’s dish so he feels included too.
If you do little things like this throughout during the meal,
you’re likely to get higher than 20% for your tip—and
because there are multiple people at the table, that’ll add
up.
Finally, when you can grab a few spare minutes, jot down
the names and descriptions of all the customers in the
party—because it’s possible any or all of them will come
back another evening to enjoy more of your special brand of
service and you’ll need to be able to remember the name of
each one. (I am a big fan of the old fashion, black & white
composition books. The pages never fall out and guests
assume you are in school.)
When I was managing, I could not emphasize this
“incomplete party” trick enough. It created so many regular
customers it wasn’t even funny. To keep them focused on
getting and remembering names, I used to have a game with
the staff: whoever could name the most customers in the
room won my services for one table during the rest of the
shift. Of course it was always the server who had the most
incomplete parties who always won and of course they
always had me wait on the table they liked the least but it
always turned out great. Learning and remembering and
using customer’s names became the culture of the
restaurant, regular customers were warmly welcomed,
wanted to learn more and help with the private ambitions of
the servers they grew to know and I could assist the guests
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that may have slipped through the cracks. (Plus, as is often
the case it was usually a misunderstanding and with a little
finesse the “least favorite guest” turned into great customer
and regular for the life of the restaurant.)
Chapter 8:
Meet thy Neighbors
Business Owners: Do your employees know the owners of
your neighboring businesses? They should! Those business
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owners are asked daily to recommend everything from
drinks to experiences. If those business owners knew your
employees by name they would be sending customers right
into their stations every hour of the day!
Employees: Until now I’ve been focusing on customers who
happen to come into your establishment. You needn’t
restrict yourself to walk-in business, though. Like any
entrepreneur, you should attract customers using every
option available to you—and there’s a whole world right
outside your restaurant.
The next time you head for work, leave an hour early and
take some time to explore the neighboring stores and
services in your area.
What you’ll probably find is that there are businesses all
around you serving hundreds of customers daily.
And what you want to do is start steering those customers
your way.
Your best opportunities are with vendors whose service
complements yours. For example, if there’s a convenience
store that sells coffee and donuts every morning, it’s getting
a steady stream of customers who are used to buying
nourishment in the area. It won’t be a big leap to persuade a
certain percentage of them to try out your restaurant.
Also look for stores that target the same type of customer as
your establishment. For example, if you’re working for an
upscale restaurant catering to businesspeople, look for
places that sell elegant suits, or high-end handbags, or
thousand-dollar shoes. If you’re working at a restaurant
promoting natural ingredients, look for health food stores,
juice bars, and fruit & vegetable stores. If your restaurant
caters to those who love the arts, look for nearby
bookstores, music stores, movie theaters, stage theatres,
and comedy clubs.
Give yourself a week or more to explore your area. As you
do, make a list of the places that attract the kind of
customers you’re after.
Also, if the restaurant doesn’t have business cards, get your
own with your name and contact e-mail address and or free
Google Voice number. You can obtain plain cards locally, or
online through a service such as Vistaprint.com that
frequently offers discounted pricing.
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The card makes a more professional first impression when
you encounter people you would like to invite to try the
restaurant. It should have your name very prominently
displayed at the top or center.
For branding reasons do not mention the name of your
restaurant just your name and below it, in smaller letters
you can write the address and phone number of the
restaurant by hand.
In other words, what you’re emphasizing is you and your
service. What you need to make clear, both on your card
and when talking to people, is that the star attraction is your
service.
In addition, include contact information you’ve created
specifically for your restaurant customers (versus family,
friends, non-restaurant career contacts, etc.). This can
consist of an email address, a phone number, a blog or
website URL and a Facebook page. (The FB page is especially
important; see the “Leveraging Special Occasions” chapter.)
This is information customers can use to contact you
independent of your restaurant. That matters because if you
and the restaurant ever part ways, you shouldn’t have to
start from scratch attracting new customers. If anyone
misses your service, they’ll be able to contact you and learn
where you’ve relocated.
When your business cards are ready, start visiting each local
vendor on your list, and try to develop a personal
relationship with the owner and/or staffers.
For example, if you drink coffee, consider buying it from the
coffee & donut shop that has hundreds of people streaming
through it each morning. After the owner has gotten to
know your face, come in one day during a period when her
business isn’t busy and strike up a conversation. “You
know,” you might say, “I work in the restaurant across the
street. If anyone ever comes in looking for a place to eat,
please send them over and have them ask for LeeAnne
(substitute your own name).” Hand over your card, and add,
“Also tell them to mention your name. Especially if they
come in between 5:00 and 6:00, which is when things are
more relaxed, I’ll be sure to treat them right.”
If being that straightforward makes you uncomfortable,
though, here’s another way to go. Start off by
complimenting the people and the product they’re selling:
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“You guys are so nice to me. And your coffee is so great, it
gets me through the day.” Then work in what you do: “I’m
always running around at my restaurant, right across the
street. Your coffee is my fuel. Maybe I can do something for
you in turn.” At this point pull out your card. “I’m LeeAnne.
If you ever want to come in between 5:00 and 6:00 pm,
before we get super busy, I will totally hook you up. And if
you have any customers you like who you want to send
over, I’ll do the same for them. Just tell them to ask for me
and to mention your name. I’ll make sure they have a great
experience too.” Write down “Come between 5:00 and 6:00
pm for special service” on the back of the card, then hand
the card over.
Notice that you haven’t promised anything, like buying
someone dinner. You’ve simply pledged to deliver
something beyond the norm—a memorable experience.
And that’s what you want to provide to everyone.
Also notice that you’re instructing the vendor to have
people mention not only your name but her name. On a
practical level, that helps you keep track of who’s sending
you the most business, so you know who to keep
encouraging. But beyond that, it makes the vendor feel
good. If you give her the sense that her name carries weight
in your restaurant, then she feels like a VIP—and who
doesn’t enjoy being made to feel special?
Further, notice that you’re steering business to fill your slow
period. If you’ve got more customers than you know what to
do with during lunch and dinner hours, it doesn’t really help
you to get in more customers then—let alone ones who
expect special treatment. But if they come in during a period
when you otherwise wouldn’t be earning a dime, then not
only will they be super welcome, but you’ll actually have the
time to give them extra attention.
And once the great job you do gets back to the vendor who
recommended you, she’s likely to send yet more customers
your way.
Another benefit of this strategy is that the customers you
get through it are likely to be on their best behavior. After
all, they’ve been referred by someone who they probably
see and conduct business with frequently; and you can
report on them just as easily as they can report on you. The
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fact you all share a mutual acquaintance provides an
incentive for everyone to impress each other.
What do all these extra customers and local good will cost
you? Just some inexpensive business cards; and the time it
takes to cultivate positive relationships with the store
owners around you so that they effectively become your
local marketing campaign.
I once bought a train ticket for someone when the ticket
machines were down & he had no cash. I had cash and he
was about to have a really really bad day. I stepped in & said
I would buy it. In his utter confusion I put my business card
in his hand as he was saying, “But how will I return the
money to you.?” I just smiled and said mail it to the address
in your hand and walked away. Not only did I get my money
back, he also enclosed a $4,000.00 gift card for Tiffany’s & a
new car! Alright, it was a $15.00 gift card for Duncan Donuts
and in a very sweet hallmark card but it felt like a million
bucks and that’s one more person sending people down to
ask for me. (His train ticket was only $12.00 by the way. It’s
not like I am curing any diseases or anything, I’m not that
sweet. I’m just always looking to increase business for my
boss and maybe me someday but this is a really good habit
to get into.) This is networking and you will be doing it any
business you go into because your contacts are your
revenue source.
TIP: Conversations with strangers: Always try to find a way
to say, “by the way if you send friends in, just tell them to
mention your name so I know to give them VIP treatment.”
EVERYONE WANTS TO THROW THEIR OWN NAME AROUND!
Chapter 9:
The “Hook-Up”
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Business Owners: Help your staff become invaluable to your
customers!
Employees: Quite often, your customers completing their
meal isn’t the end of their evening; they’ll want to do
something afterwards. If you ever hear one of them saying,
“Gee, I don’t know where we should go once we’re done
eating,” consider it a golden opportunity.
You should be prepared to tell them, “There are some great
choices tonight. There’s a sample sale just next door, a
poetry reading down the block, a rock concert eight blocks
south, and a dance club two minutes from here that’s kind
of exclusive—except I can get you in with a phone call.”
If you can organize something for your guests—and
especially if you can promise them VIP treatment and/or
access to something relatively exclusive—they’re going to
see you with new eyes. Suddenly you’re not only their
waiter, you’re a concierge with connections who holds the
keys to their perfect evening.
Of course, this requires that you keep up with what’s
happening in your city. But you’ve already taken the first
steps for this in the previous chapter, “Meet the Neighbors.”
By exploring what’s available in your neighborhood, and
introducing yourself to the owners and staffers, you’ve
begun to form valuable bonds. You can now take those
connections to the next level.
Scout out nearby locations again, but this time with an eye
on evening entertainments that might appeal to your
customers. Whenever you find one that appears to be a
good fit, approach the owner or manager, and offer to refer
customers from your restaurant in return for their receiving
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some sort of VIP access or treatment. Because you’re in a
position to send over dozens of customers monthly, many
owners will (correctly) view it as a win-win situation for
everyone involved.
Also make a habit of starting each morning reading about
events in your city. For example, major cities such as New
York, Los Angeles, San Francisco, Chicago, Boston, Miami,
and Las Vegas have their most notable events described by
local editions of Time Out Magazine, as well as by daily
newspapers.
Don’t ignore blogs and websites, either. If you live in New
York, for example, the finest source of daily updated live
comedy information is BestNewYorkComedy.com, which is
entirely free; the best free sources of discounted Broadway
and off-Broadway tickets are TDF.org and
BroadwayBox.com; and the best source of cheap access to
theatre is TheaterExtras.com, which for $99 a year lets
subscribers see select off-Broadway and Broadway shows
for a mere $4 per ticket.
If you literally make it your business to keep up with what’s
happening in your area and around town, it’ll pay off for you
in concierge-level tips. I typically make these kinds of
“Hollywood hook-ups” a couple of times per night; and not
only does it substantially increase my income, but it helps
ensure that customers keep coming back to me for new
suggestions and connections.
Don’t restrict yourself to the world outside your restaurant,
either. You can also make impressive hook-ups using the
people you work with every day!
Specifically, if you have a table that’s celebrating and/or
spending a lot of money, and the owner of the restaurant
walks by, say, “Oh my gosh! Have you met the owner? Mr.
Kingsley, please come say hello to Marilyn. It’s her 21st
birthday, so this is a landmark night for her. Meeting you
will be the perfect highlight for her special celebration.”
That makes your boss feel special, and it makes everyone at
the table feel like celebrities with insider access. From this
point on they can walk into your restaurant anytime and
truthfully say that they know the owner. Who doesn’t enjoy
that?
If the owner isn’t around, you can do something comparable
when your manager walks by.
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Or you can go into the kitchen and—if he or she doesn’t
mind—grab the chef for a few minutes (after the chef dons
a clean jacket). Who doesn’t feel special sitting at a dining
table and having the chef standing by making small talk?
You could say something like, “I just wanted you to meet the
artist who made all of this happen for you.” But your
customers will know that it was you who made it all happen;
and they’ll reward you for making them feel like bigwigs.
Further, they’ll make a point of coming back with more of
their colleagues and friends...because they now feel
confident that you’ll make seem look like VIPs to people
they want to impress.
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Chapter 10:
Pay Attention
Business Owners: Have your employees on the look-out for
situations and problems. These are actually opportunities to
get names and or “wow” the customer!
Employees: Paying close attention to your customers may
seem like such obvious advice that you’re wondering why
I’m even mentioning it. But I can tell you from long
experience that very few waiters actually do this well.
For example, I’ll notice a customer is shivering, or has just
put on a jacket while inside the restaurant, because she’s
been placed right next to a drafty door. I’ll go up to her and
say, “I hope you don’t mind my noticing, but you seem cold.
Would you prefer another table?”
Along the same lines, if I see customers frowning, I’ll walk by
to eavesdrop. One time the snippet of conversation I caught
was, “This is awful. You can’t see anything from here.” I
didn’t hesitate to say, “I’m sorry, but I couldn’t help
overhearing. If you like, I’ll be very happy to place you at a
table with a much more interesting view.”
I can’t tell you how grateful these customers were—and
how ridiculously they over tipped me later.
Not all problems stem from the restaurant. But that doesn’t
matter; when guests are in your station, your job is to help
them out with whatever they need.
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For example, I’ve sometimes seen customers fidget and
come over to learn that they’ve run out of cigarettes.
“Simple!” I tell them, “I’ll have a pack delivered for you in
about five minutes.” “Really?” they say, looking overjoyed.
“Of course, just tell me what brand you want.” Because I’ve
scoped out the neighborhood, I know precisely who to call
that delivers cigarettes; and when asking my customer for
the money to pay the delivery person, I simply tack on an
extra $5 for myself for the service.
There are hundreds of different reasons for individual
customers to become unhappy. What matters isn’t the
particular cause, but your noticing the discomfort and
letting them know they should never feel trapped or stuck
when you’re around—because you’ll always find some way
to offer them new and better choices.
Chapter 11:
Leveraging Special Occasions
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Business Owners: When your employees see customers
obviously dressed for a special occasion, carrying gifts or
flowers even pre-ordering a birthday treat this is the time to
start talking about a photo or video (which will go viral!),
helping with after meal activities and arrangements (which
creates an unforgettable impression of your
business),getting and giving names which will “stick” and
create a repeat customer for life.
Employees: When you see customers arrive dressed up in
some special way, or carrying flowers, or loaded with gifts,
this is another great opportunity for you.
Go up to them as soon as they walk through the door and
say, “Wow, this looks like a special occasion! Tell me, what’s
going on?” The chances are one of them will be happy to
reply, “We’re celebrating our wedding anniversary!” or “It’s
my birthday!” or something comparable.
Without hesitating, respond, “That’s wonderful! I’m so
excited for you! Tell me, what’s your name?” This is actually
an unusual question for a waiter to be asking. But if you
deliver your response in the right tone, you create a vibe
that you’re celebrating with them, so it’s only natural you
want to know the name of the person whose special day it
is.
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After the customer answers with something like, “Oh, I’m
Megan,” you can proceed to say, “I’m so excited for you! I’m
going to make your meal super special.”
Depending on where you work, your restaurant might frown
on giving away a free slice of cake. But most kitchens have a
chocolate sauce or something else yummy that you can
drizzle on a blank plate in the shape of the words “Happy
Birthday, Megan!”—with maybe a cookie and a candle in
the middle.
Alternatively, if Megan’s ordered a burger, you can draw
“Happy Birthday, Megan!” on a plate using mustard or
ketchup; or at minimum stick a candle into the burger. (If
your restaurant doesn’t have candles, buy some out of your
own pocket. Your investment will pay off in tips...)
So far you’ve done something that’s cost your restaurant
virtually nothing, but has created unexpected joy for your
customers. Your service has already gone beyond the norm.
But don’t stop there.
Since this is a special occasion, and your table is feeling extra
happy, this is a moment they’ll want to preserve—so offer
to do that for them!
Say, “This is so nice! Can I take a picture of you guys?” The
usual response will be, “Oh, yeah! Please do!” If they have a
camera, offer to take it from them so they can all be in the
shot. If they don’t, use a camera that you’ve made a habit of
taking into work for precisely moments like this one.
Once you’re holding a camera, you have a lot of power. So
say to them, “I do this conditionally. The first way is your
way, but the second way is LeeAnne’s (your name’s) way!”
Now you’ve injected a bit of fun suspense; plus you’ve
reminded them of your name.
On the first shot, they’ll probably do what everybody does—
hold up their drinks, smile at the camera, and be sweet but
kind of boring.
When that’s over, say, “All right, the second way is
LeeAnne’s way. And if you like how this comes out, I want
you to post it on Facebook!”
With that extra bit of anticipation created, position things so
whatever special event plate or candle you’ve created for
them will be in the shot. Then tell them the following: “This
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is your rock star cover photo. You have to point at the
camera and be angry rock stars.”
Point the camera at them and say, “Angrier! Angrier!!” This
is so much fun for grandparents, or anybody that age,
because they grew up in the 1960s and 1970s when angry
rock stars were at their heyday. Besides, everybody’s got a
little rock star in them.
When your customers are sufficiently going “Arrr!”, and
sticking their fingers and/or tongues out, take the shot. (Or
take several, and then show them the best one.)
Chances are they’ll love it, because it’s so different; no one’s
directed them to pose that way before. So repeat, I want to
see the funniest one on our Facebook page!” Now add,
“Feel free to mention that it was taken by LeeAnne, world
famous server and photographer at (name of your
restaurant);” if they are having a great time you can even
say, “Awww! You guys are so cute! I want a picture with
you!” Holy cow! Most times they want this too they just
haven’t thought of it. Now they get to take a very personal,
special part of the restaurant with them into their social
world: You!
If they follow through, these photos will be an
advertisement for you for the thousands of Facebook
friends of each person at that table.
Imagine that you do this several times a day. You’ll soon
have your name requested by the thousands, your station
on “serious cash” auto-pilot; and it’ll have cost you only a
few extra minutes per table.
But you don’t even have to stop there. To take things to the
next level, carry around a small, portable device that can
shoot short but high-quality videos. You can then also
preserve your customers’ memories using motion and
sound!
You should get your manager’s permission for this. But
assuming you receive a green light, you can tell the hostess
that whenever customers call in to reserve a table for any
sort of celebration, she should ask if they’d like their event
preserved by a 2-minute video, at no extra charge. Most
people will be thrilled to say “yes.” To make your life easier,
have the hostess add that for the best results they should
come in during non-rush hours (e.g., 4:00 pm-6:00 pm). And
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to encourage the hostess to be your partner in this, tip her
something (say, $5) every time she gives you a party during
the pre-dinner period. (Your small incentive might spur the
hostess to ask everyone who calls, “By the way, are you
celebrating anything? Because we have a great
videographer on staff...”)
As a result, while other waiters are standing around idle
during the slowest period of the day, you’ll automatically be
assigned some of the most joyful customers the restaurant
gets in—and you’ll be making them extra happy by
preserving their celebration forever.
For example, one evening a customer named Bob wanted to
come in and celebrate his girlfriend Lisa’s birthday. I started
with the camera pointing at me saying, “I’m LeeAnne, your
server for the evening. Over there is Bob—he’s waiting for
you, Lisa. Bob’s created a really cool birthday event for you.”
I turned the camera on Bob, who said, “Hey Lisa! We’re
going to have a great celebration tonight!” And then I cut.
I also shot a short scene when Lisa arrived; treated Lisa with
extra consideration during the meal; and included in her
dessert a chocolate-drizzled “Happy Birthday, Lisa!” and a lit
candle. Finally, I shot Lisa making a wish and blowing out the
candle.
Lisa assumed that Bob had arranged every detail, and was
highly impressed with how thoughtful he was—but the truth
is it was all my idea. How grateful do you think Bob was?
Very. And his tip expressed it.
But that’s not all...because I was the one with physical
possession of the video! So when I was able to get Bob
alone for a few moments, I said, “Let me get your email and
your Facebook address. I’ll upload the video to your
Facebook page; or, if your settings don’t allow for that, send
you the link so you can “share” it to your page and have Lisa
see it. I just want you to promise that if you like it, you’ll
mention on Facebook that it was shot by your waitress
LeeAnne.”
Notice that I’m not asking Bob to mention the name of my
restaurant. I’m also not mentioning it in the video. That’s
because, unlike photographs, videos contain spoken words
and so raise liability issues for the restaurant. In addition, a
high-quality restaurant probably won’t want to put its stamp
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of approval on a low-res and rushed video. However, when I
post the video to my Facebook page I’ll include tags that let
people find me on Facebook—and so learn where I’m
working.
What all this means is that in addition to getting you a huge
tip, your video can end up creating thousands of dollars
worth of free Facebook advertising for you.
One warning: Don’t tell your fellow waiters about this. It’s a
pot of gold you want to keep to yourself.
Chapter 12:
Know Your History
Business Owners: Do your employees know why you started
your business? The history of the town, the buildings even
residents? You would be surprised how many employees
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would be able to create regular customers with interesting
facts and highlights but offer only, “Sparkling or flat water?”
as conversation starters.
Employees: In previous chapters I’ve had you discover
what’s in your neighborhood and what’s happening around
town. But it can also be helpful to know the backstory of the
very restaurant you’re working in.
Many restaurants have colorful histories. Some have had
famous politicians or movie stars dine in them. Others have
been the scenes of dramatic clashes or calamities.
Whenever your owner has some spare time before or after
hours, ask for any interesting stories about how the
restaurant came to be, and if it played host to any
memorable events.
Don’t stop there, either. Find out if the building the
restaurant is in, or any building nearby, has historical
significance.
And learn whether the owner, the chef, or anyone else who
works with you has some wonderful stories in his or her
past.
You can even ask whether the menu, the ethnicity of the
food being served, and the wine inventory have any tales to
tell.
While verbal anecdotes are likely to be your best source of
information, don’t restrict yourself to them. Google your
restaurant, and its key players, and jot down anything that
strikes you as fascinating.
When you’re looking for ways to break the ice with new
customers, these tales can be of immense value. For
example, one time I seated a couple in a corner, and they
asked, “Oh, can’t we sit by the window?” I could’ve simply
accommodated them, but instead I replied with an air of
mystery, “You don’t know about this place, do you?”
“What!? What are you talking about?”
“Well, that table by the window is the scene of the biggest
mob hit in New York.” This was absolutely true. “Only
certain really brave people are willing to sit there.” This was
a bit of an embellishment on my part; but to my mind
anyone who lives in New York is brave...
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My customers were instantly hooked and wanted to know
every detail—while seated safely away from the window. I
shared with them the dark story, and they were riveted.
Their experience was transformed from a mere meal to
living in the shadow of a jolting event that they’d remember
for the rest of their lives.
How many people do you think they referred to me? And
how many more do you think came in from the referrals of
friends of friends of friends?
Never underestimate the power of a great story.
Chapter 13:
Manage Introductions
Business Owners: Introduce your friends to your employees.
It will create a huge improvement in how your guests are
served and how your employee is treated.
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Employees: Every now and then someone in the top
management of your restaurant will bring in friends or
colleagues to dine. If these guests are seated in your station,
you’ll be able to do a better job if proper introductions are
made upfront.
Let’s say the guests are friends of the owner, whose name is
Dan. The usual, but wrong, way for Dan to bring them to
your table is to say, “This is LeeAnne. She’ll be your server
tonight.”
The right way to do it is for Dan to say, “This is LeeAnne.
Have you ever dined with her before? LeeAnne, these are
my friends John and Sam from college.”
On the surface it might seem like a small difference, but it’s
actually huge. The first introduction makes Dan the host and
you nothing but an employee who fetches dishes. But the
second introduction elevates you to being Dan’s co-host,
and gives you permission to address his guests by name.
This creates a much more relaxed and personal relationship.
It also makes Dan’s guests feel more like VIPs—because they
aren’t being served by a random server, but by someone
Dan is treating as a peer.
If you feel you have the kind of open relationship with
management that allows you to request this, then simply
take the pertinent person aside when things aren’t busy and
say, “Can you do me a favor and introduce me when you
have your personal guests at my station? It’ll help them feel
more at home if I start using their names right away and
when they feel welcome to use mine. Plus I want them to
know they can ask me for anything, even when you’re not at
the table.”
If you put the request in terms of being able to serve
esteemed guests more effectively, you’ll probably receive a
“yes.”
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Chapter 14:
The Dollars Are in the Details
Business Owners: At any given moment your entire staff
could be creating a regular customer yet they are trained
not to… by you! Teach your staff to focus on the details
surrounding the customer’s experience and they will have
limitless opportunities to create excellent tipping,
consistently referring, social media promoting friends.
Friends who are a joy to serve and who look forward to
supporting your employee’s extracurricular endeavors.
Employees: This chapter offers a variety of additional ways
in which you can go so above and beyond the norm as a
server to ensure your top customers keep coming back to
you...and compensating you like the star you are.
In the “Exchange Names” chapter, you learned it’s a great
strategy to jot down and memorize customer names. If
that’s as much as your memory can manage, then stop
there, because it’s much, much worse to get a fact wrong
than to never bring it up in the first place.
If you have a mind that’s great at recalling details, though—
for example, if you’re a stage performer who’s practiced at
memorizing pages of dialogue—then be more ambitious
about the amount of customer information you retain.
For example, imagine that the first time Mr. Howard and his
friend Ms. Jennings come into your restaurant, you use the
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“Grab Them!” technique to check their wet umbrellas and
coats, and the “Exchange Names” technique to get their
names; and you notice their preferences for their steaks and
salads.
Now imagine that because you did a great job of serving
him, Mr. Howard returns a week later on a sunny day. You
spot him again as he enters and say, “Mr. Howard! It’s so
great to have you back!” First point scored: You’ve
remembered his name.
You then add: “Thank goodness the weather is nicer and you
don’t need your umbrella today.” Second point scored. Mr.
Howard realizes you’re paying close attention to him as a
customer.
Next, you ask, “Will Ms. Jennings be joining you today?”
Third point scored; you remember his dining companion.
Smiling at how you’ve made him feel special, he replies,
“No, actually I only have a short amount of time today. I’m
just running in to grab some food before returning to the
office for a meeting.”
“Then I’ll try to get your food ready for you as soon as
possible. Would you like what you had last time—steak
medium rare, and a Waldorf salad?”
Now he’s grinning. “Yes, that’d be great.”
“I’ll go tell the kitchen right now. And I’ll tell them to give it
top priority.”
Wow. Your customer hasn’t even touched a menu, and
you’ve practically got his order cooking.
After you’ve served his meal and he’s getting ready to pay
the bill, you add, “Mr. Howard, in case you’re ever in a hurry
again, let me give you my Google Voice text number. You
can just text me “The usual, 6:00 pm,” and I’ll have your
medium rare steak and Waldorf salad ready for you. Or if
you’re bringing in a guest and need something special in
advance, like flowers or a certain kind of chocolate on the
table, just text me. I’ll make it happen, and you can
reimburse me when you arrive.”
Wow! You’ve just elevated your relationship with Mr.
Howard from waiter to personal assistant!
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Naturally, you’d make this offer only for customers with
whom you have an excellent relationship, and who you fully
trust to reimburse you for whatever they request. You can
add an extra charge for this type of service, so when you
order flowers or chocolate or whatever you need through
your network of contacts, you’ll be making extra dollars on
top of the handsome tip Mr. Howard will be providing for
his meal.
The next time Mr. Howard returns, you’re busy at another
table so don’t get to see him come in. Because you told the
hostess weeks ago that he’s one of your regulars, though,
Mr. Howard is automatically seated in your station. (Of
course, even if the hostess messed up and tried to place him
somewhere else, Mr. Howard would insist on being served
by you.)
You greet him enthusiastically as usual: “Mr. Howard! How
wonderful to have you back!” He doesn’t appear to be in a
hurry this time, so while you’re ready to rattle off “steak
medium rare and a Waldorf salad,” you simply ask, “What
are you in the mood for today?”
Mr. Howard replies, “I’m torn between the steak and the
lobster. What you do think?”
If you were an ordinary waiter, you’d simply say, “They’re
both excellent.”
But because people are often tempted by more than one
entree, you’ve previously requested from your manager the
ability to let top customers order a combination dish. This
isn’t something you could do on your own; but thanks to
your initiative, and management’s blessings, it’s another
way for you to provide extraordinary service: “Well, Mr.
Howard, if you like, I can get you a plate that’s half steak and
half lobster. That choice isn’t on the menu; but if you’d
prefer it, I can make it happen.”
Mr. Howard happily agrees. He adds, “That’s such a great
option! You know, there are lots of items on the menu that
are tempting, but I’m wary of taking the chance of ordering
them in case I won’t like them.”
Because you’ve also heard this before, you’ve discussed it
with your manager too; and he’s provided permission for
you to say the following: “Actually, if you ever come in on a
Tuesday between 4:00 and 6:00 pm, I hold a tasting party
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that allows customers to try a range of our dishes and wines
for a flat fee.
“And by the way, if you come in on a Thursday between 4:00
and 6:00 pm, I can offer you and your guests free
champagne with your meal!
“Those are both normally slow periods for the restaurant;
but because of these special offers, my station is pretty full
at those times. That makes my manager happy, and my VIP
customers like you seem to appreciate it as well, so it makes
me happy.”
Customers enormously appreciate such options, and they
aren’t terribly difficult to provide; but very few restaurants
actually offer them.
Mr. Howard replies, “You know, you’re an angel on earth.
Whenever I need to relax and not worry about anything, I’m
coming here. And when I have a colleague or friend I want
to impress, I’m also coming here...to be served by you.”
Now that’s what great service is all about.
It’s not screaming “Absolutely!” every time a guest asks for
something.
It’s paying strict attention to your customers, and keeping
an eye out for anything out of the ordinary that you can do
for them that will make them feel cared for and special.
Remember, as a waiter you’re a small business owner with
no rent, no inventory, no employees to pay, no business
insurance, and food that’s prepared by other people. That’s
a good place to be. And it means you can focus 100% on
raising your service to the level of superstar.
Of course, not every customer rates superstar treatment.
But if a guest starts snapping his fingers or whistling for your
attention, speaks to you with disrespect, or simply fails to
compensate you adequately in tips, you can always gently
cut that customer loose. All you have to do is provide that
person with standard service, and no more; and let the
hostess know that the customer is no longer a request of
yours, so should be placed randomly at whatever station is
next available.
The customers that treat you right, however, are your
personal VIPs.
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The other servers in your restaurant are waiting on
strangers who walk in, eat, and leave. But you’re getting in
regulars who know your name, and understand that you’re
unique; who appreciate all the extra things you do to make
them feel welcome and special; and who are happy to
reward you. The result is your station is continually buzzing
with warm feelings.
When this happens, how much more enjoyable do you think
your experience is on a daily basis versus that of your
colleagues?
And if you have your heart set on a career beyond your
restaurant, how many potential doors do you think you’re
opening by handing out your business card around your
neighborhood and spreading your name around town; and
by having so many loyal, appreciative, and affluent
customers?
Also, how much more performance experience and star
charisma do you think you’re developing by serving a large
audience of fans every day?
Finally, bottom line: How much more do you think you’re
earning in tips?
Money is freedom. It buys you time and options.
If you become a superstar waiter, the odds are great it’ll
ultimately help you become a superstar in the career of your
dreams.
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15 Chapter:
Using Your Customer’s Free Social Media
Is Your Restaurant Creating Postable, Sharable Customer
Experiences?
Because of social media your restaurant visibility is now
global not just local.
Because of social media your marketing dollar will go one
hundred times farther than just two years ago.
Because of social media your restaurant, your promotions
and pictures of your edible creations are on the phones and
screens of tens of thousands of hungry customers
(Sometimes before the dish has even left the kitchen!)
What are you doing to match employee training with this
new landscape called Social?
Does your business and everyone in it need to supply a more
sharable, postable, “Tweetable” customer experiences? If
you are going to thrive you do!
•
Does your staff love being at work and making sales?
•
If not you need to start helping them!
Show your staff how to "get more" from giving, sharing the
business with vast amounts of potential customers, creating
and sharing photo opportunities with guests, food and the
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business. Learning to doubling their efforts and your sales
at the same time!
As the only Socially Conscious customer engagement /
experience consultant and speaker, I teach employees to
see their customers, their town, your business, their section,
their co-workers, chef or department head, their manager,
the restaurant or store owner, your food or products, even
the building where they work as the goldmines they are to
create everything they ever wanted in life.
Within this program your employees truly value, appreciate,
motivate, facilitate and create relationships which help
them win within their own section and community and
make your restaurant thrive.
•
Watch as everyone of your employees generates
more customers.
•
Listen as they guarantee each customer’s return and
referral.
Chapter 16:
WikHow
The following list comes up as the number one result on
WikiHow for “How To Make More Money As A Waiter.” It is
the same unhelpful and condescending 15 tips that every
“Industry Insider” has made available for fellow waiters for
years. The condescending WikHow list had not changed for
the past two years so I added tip #2 myself in an effort to
give waiters some value for their time and effort in
searching for a way to make more money as a waiter. See if
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you agree with me that the tone in this and almost
everything ever written to “help” waiters is condescending
and unhelpful.
1
Fall in love with what you do. When you truly love being a
server, it shows. You will become infectious with your good
attitude and earn larger tips. In addition to this, you will feel
so good.
2
Assist guests before they even get to your tables. Opening
doors or helping with packages & coats gives you a perfect
opportunity to begin a dialog plus get your station seated
early! (Earlier seatings mean more tables and more money.)
Opening the door and greeting a guest also gives you a
chance to "check them in" with the hostess plus get and use
their name as you seat them and later as you check in on
them. Knowing and using a guest's name is an important
first step in creating a valuable repeat customer who will
always request your station and they usually tip much more.
3
Look good and smell nice. A dirty waiter or waitress is
unpleasant to look at. Wash your apron and uniform. In
addition to this, do not smell like cigarette smoke, this turns
most people off.
4
Anticipate your guest's needs. If your table orders fries, you
might be wise to bring ketchup (these are often called presets or pre-drops). If your table orders messy food, bring
extra napkins. Be a great waiter and anticipate their needs,
don’t make them ask.
5
Repeat the order exactly. There are psychological studies
which discovered that you earn more tips if you repeat the
order of each guest exactly - not paraphrased. Your guests
will then (unconsciously) think that you are similar to them
and it will help to make a connection.
6
Remember your regulars. If you will keep a note book in
your pocket and write down what your customers eat and
drink and anything of importance, the next time they come
in you can wow them with your great memory. You will
stand out from every waiter they have ever known. This will
make put you in the elite of servers and help to increase
your tips.
7
Do not pester your guests. Checking on them verbally every
time you visit your section may backfire and become
irritating. Your guest will let you know if they need anything
when you are walking through. Providing refills, napkins,
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etc. will ensure that the only thing they should ask you for is
the check.
8
Be check ready! Print their checks after you send the order,
desserts, coffees, etc. and place in a check presenter. No
guest wants to wait for their server to return with their
check so it helps to always have it on the ready. One minute
to a server may feel like five to a guest.
9
Offer to box up their meal. Instead of bringing your guest a
box, offer to do it for them. Some will say no, in which case
you may bring a box for them, but this will really be going
the extra mile and will help your case when it comes time to
tip. Note: this is illegal in some states. - Make sure you know
your employer's policies beforehand.
10
Never let their drinks run out. This is so basic, but when not
done, can really hurt you financially. If you know they suck
those things down, you might consider bringing them two.
They would prefer that over being empty. Don't feel the
need to ask them for refills, if it gets low, bring another.
When the whole table orders water, bringing extra doesn't
hurt.
11
Once they receive their food, ask specific questions about
the meal. e.g. Is the steak cooked well enough?
12
Sell more food. When you have higher check totals, you get
bigger tips. Offer appetizers, drinks and deserts by name.
Use enticing and descriptive words like rich, creamy,
smooth, spicy, etc. Offer your guest an after dinner espresso
or cappuccino. This will warm them up and give them time
to think about how great you are and what a giant tip they
are going to leave you
13
Manicure the table. When the beverage napkins get soggy,
replace them. When they are finished with dishes, take
them away. If they make a mess, politely help them clean it.
People feel better in a clean tidy environment. When people
feel better, they tip more.
14
Ask kids and ladies first. This is so basic, but most waiters
and waitresses miss it. When you follow this basic cultural
rule, you will be amazed how the tips just seem to roll in.
15
Become a product expert by knowing your menu. Notice
that when you meet a waiter or waitress that has tried
everything on the menu, you tend to listen to their
recommendations a lot more. If you want to earn more tips,
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make a decision to eat everything on the menu and then tell
your tables. They will appreciate it and tip you more.
16
Upselling and "suggestive selling" are great ways to increase
your tips and maximize your guest's experience. To up-sell,
suggest an add on item, like a side of shrimp to accompany a
steak or perhaps add chicken to a salad. Simple pairing of
foods and wine is a great way to suggestive sell.
My Easy, Tear And Use V.I.P. Tool Link Below! Print copy it
and keep it with you. It’s a great way to make connections
no matter what business you’re in and helps you keep
making customers wherever you go.
Go to this link to learn how to use your V.I.P. triangle and a
simple composition book to start making more money,
bigger tips and a better life in 1 hour!
http://youtu.be/x6avPRYG9Xs
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The “owner’s section”
Preface
Do you or someone you know need a restaurant rescue?
Believe it or not the bulk of the problem begins and ends
with your staff. At the very best your employees tolerate
their jobs, their work environment, customers, co-workers
and you. To tell yourself otherwise would be foolish.
The problem with training servers in customer service is that
most servers do not want to be serving so they don't want
to be trained in restaurant customer service let alone do it
well or even do it at all!
They are usually working toward something else in life and
feel both ambivalent and replaceable at all times. The
constant threat that they can each be easily replaced makes
for a less then invested atmosphere for even the most
enthusiastic waiter. This fact coupled with the poisonous
attitude of many fellow workers and you have a recipe for
disaster. A big fat "I don't care about your business or your
customers" cake with "I really love it here & I'm a people
person" icing on top, coming out of the kitchen over a
thousand times a night. Wouldn't it be better if all of your
employees actually loved and valued their jobs? Of course!
But you probably can't even wrap your head around that
concept because the excepted environment for both
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employer and employee in the restaurant business is
adversarial, less than perfect, subject to the whims of fickle
often unrealistic customers and hostile, income changing
reviews which leave employees reeling and tong-tied in
manager's offices and business owners at the brink of
locking doors.
No other industry has historically endured so much scrutiny
and proverbial public flogging as the restaurant industry and
those who work in it.
So the majority of your staff wants to be doing something
else and this job and your role in their life is temporary and
usually unpleasant for them. You are the band-aid until their
real break, their real career or their real love comes along
and the few that are passionate about the restaurant
business and guest services are at the very least affected by
the shameful behaviors of their colleagues who lie, cheat,
steal and worse on a daily basis. It is a ruthless business and
if you have seen any restaurant reality shows at all you will
notice one common thread: The employees do not have the
same vision for the restaurant that the owner does. The
staff can be seen in each and every episode of each and
every show doing something that shocks the owners or
raises red flags for diners. It goes on every single shift in
every single restaurant and the feeling inside your own
restaurant eventually becomes 'Us against them" as you
slowly give up battering every hair-raising employee
infraction, give up and start hoping for the best, hoping for a
miracle as you watch your money slowing to a trickle.
Does this sound familiar? It seems to be the only common
thread between all these restaurant reality "disaster then
clean up" shows is the bad employee behavior. It is the root
cause of each restaurant's failings and the one thing they
don't fix.
The problem of course is that once the cameras are turned
off the employee goes back to being their deplorable
thieving or combative or passive aggressive selves. If you
thought the employees were behaving disrespectfully on
T.V., remember most of those employees knew they were
being filmed and still rolled their eyes and bad-mouthed not
only their bosses but customers and their co-workers too.
Now imagine what kind of aggressive, unhealthy state your
restaurant must be in if not all of your servers are on board
with your vision.
Yes, it is alarming to have all these restaurant reality shows
show you that it's a huge industry-wide problem but you
should take heart in knowing that you are not alone.
But also take some time to map-out a plan to get things back
on track. Perhaps call one of the restaurants who had a
rescue show filmed and find out how things fleshed out
after the paint dried and the re-launch buzz had died down.
Do they have any tips for you to whip you staff back into
shape or perhaps you need to clean house and start fresh to
get rid of any bad apples that are poisoning the well and
consequently your brand.
In no other industry are the workers scrutinized, criticized
and subsequently not paid by the customers they serve for
the acts or missteps of other employees and then forced to
pay money to support staff for the botched dining
experience, told to get a real job by those they worked for
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and then the victim of scathing on-line review and possible
reprimand or termination.
Sadly this is not the exception but the rule and most
restaurant employees, though wearing a brave face have a
bit of terror residing within every time they greet a new
table, put an order in, enter the kitchen, speak with a
manager, slouch, eat etc.
Enter the internet, social media and now restaurant shows
and you have a whole new game changing recipe for
unlimited success in just about every restaurant on the
planet!
Welcome to flavors and standards that have risen well
above that of just a few years ago but also the advent of
socially connective and engaging dining experiences.
Welcome to global marketing done for you by your happy
customers and your enthusiastic employees who guide the
experiences! Now you can show your staff how to become
invaluable to your guests using not just customer service but
"customer experience service" that will have guests posting,
interacting and branding you every minute all across the
internet.
Like a restaurant rescue show, this book will show you and
your staff how they are leave thousands of opportunities for
sales, branding and repeat customers on the table every
week.
Share this read and watch your staff go from disgruntled
employees with dreams of other pursuits to the staff of your
dreams, eager to get to work, bring in more customers.
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First Teach your host staff to set the stage for sharable,
branded experiences the moment they pick up the phone.
Retrain your host staff to take your restaurant viral
thousands of times a night for Free. It’s easy. Here’s how…..
With so many new opportunities to share your restaurant
globally through your customers you need to take
advantage of the monstrous, free marketing opportunities
you have with the new connective, sharable landscape of
buying and dining.
With everyone "posting" "Tweeting" and “Instagraming”
pictures of your food to thousands of friends with a single
click, what are you doing to take advantage? You are still
training your staff to anticipate the customer’s needs when
you should be training employees to create their customer's
needs.
Train your staff to give your customers reasons then easy
ways to share their experiences dining experience with their
entire network of friends.
Here is an easy way to start: From now on if your host staff
doesn’t already ask whether the guest will be celebrating a
special occasion please have them start! Special occasions
are events you already know will be photographed and
shared on the internet to sometimes hundreds of thousands
of people so how can you make sure your restaurant and
staff are to? Easy! Training.
When the host staff hears special occasion she should hear
bells and whistles and the sound of a slot machine cashing
out millions.
Why? Because the customer just gave her the opportunity
to create a regular customer for life, a customer who will
celebrate ALL their special occasions at your restaurant. A
regular customer who will on average come in twenty one
times over the next year alone!
Why? Because the customer just gave the hostess license to
ask, use and share more details normal. Beyond the date
and time, name of and contact phone number of a typical
reservation now the hostess can ask for more detail, offer
up a TON of information and set the stage to start sharing
the event via Twitter, Facebook and Instagram! In taking a
typical reservation the hostess would have no reason to ask
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the name of the guest the customer would be dining with
and when they arrive the hostess would have no reason to
introduce the customer to the waiter who could be serving
as master of ceremonies.
How: When the customer mentions a special occasion make
sure your employees get and give extra details! Your hostess
should say something like, “Oh this is awesome! I have a
server working that night who does some really amazing
things for special occasions! Is it going to be a surprise?” The
hostess has now set the stage for making a reservation FULL
of detail and the customer is now even more excited than
when they first dialed the phone. This customer now wants
to know and will probably remember their server’s name
before the even arrive at the restaurant. They will know and
remember because they want to know what to expect and
what exactly he does to make things so special. The
customer is also now contemplating “surprising” their friend
when they may not have before. This usually means adding
more guests to the occasion which means more sales and
more pictures going more viral. That is one very powerful
phone call!
Now you need your hostess to “deliver the goods” by saying
something like, “Well, what is the birthday boy’s name? O.k.
well when Matt arrives your server Joe will have already
alerted the kitchen about the special dessert plate with
Matt’s name on it but he also takes a quick video of you and
he talking about Matt’s birthday dinner and how it’s going
to be a special night. Then he captures Matt’s arrival, the
dessert plate being delivered, maybe some words from Matt
then the goodnight portion. He makes it really fun and can
even capture some moment on your phone or camera if you
want. He is really amazing and then edits it and sends it to
you for a one of a kind gift for your friend.” Your hostess will
have the complete attention of the customer who is making
the reservation. The customer simply cannot create this
type of experience without hiring a film crew and this
hostess is offering this unique experience for free? Trust
that word will get out about that.
Beyond having the customer’s full attention, she has
leverage. Now she can mention that Joe can only do these
“extra’s” when the restaurant isn’t super busy, “We have to
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make sure Joe has enough time for all of his guests after all.
We have to stay in business for your next birthday or
anniversary after all!” Can lead to nudging that reservation
time a half hour earlier or later creating perhaps a third or
fourth seating.
At this point your hostess should mention her own name in
case the customer has any additional thoughts, questions or
surprises to add to this amazing dinner that your hostess is
now planning with your customer. The customer will want
to know what else they can have, what should they be
thinking or asking, does the hostess have additional
thoughts or suggestion. Well…perhaps suggesting
Champagne and appetizers be delivered as soon as they are
seated or a special visit from the chef, a card or flowers on
the table. Do they have a favorite wine, ingredient, dish or
story that can somehow be incorporated into the dinner?
For instance: How did the two guests meet? How old is
Matt? Creating a dining experience that celebrates the
relationship is as easy as knowing what geographic or
historic circumstance brought them together in the first
place. Or finding tie-ins to Matt’s birthplace or date are fun
and easy projects for the host, wait and kitchen staff that
will solidify a relationship with the restaurant for both he
and the customer making the reservation. It cannot be over
emphasized to your host staff that these are things that can
be done if time and resources are available and Friday,
Saturday nights are not those times. That being said
“birthday bonuses” might be an idea to fully engage your
host staff to be genuinely happy and enthusiastic to do
much more work on the phones but the results will be
astounding on every level I assure you. Bonuses could be as
simple as the host with the most “off hour” birthday
bookings can order off the menu or wins a bottle of wine.
Even if the customer prefers to keep the reservation at
8:00pm on Friday night they will still be hanging up the
phone and possible sharing information that is exclusive to
your restaurant and in this way alone you have capitalized
on the huge source of free marketing available to you using
just your staff and social media!
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Next Retrain Your Wait Staff To Want To Work Smarter Not
Harder!
Tell your waiters to relax at the bar to increase sales and you
will have their full and undivided attention. Show them that
it begins with one small thing.. the customer’s name. Teach
your staff how to easily get a customer’s name, make more
money and work less and you may have a server for life!
Your managers are not equipped to train employees in the
new app based socially connective customer service & with
so many apps that share & connect globally, now is the time
to create a shareable customer experience for each & every
guest.
You will essentially eliminate your competition when you
train your staff the easy ways to start conversations which
lead to repeat regular customers, shareable photos, great
tweets about your business or all of the above.
You can help your staff grow sales when you show them
how important guests feel when they are acknowledged by
name and then show them the easy ways to learn
customer’s names by simply opening a door, helping with a
package and checking them in with the hostess.
You can further demonstrate how difficult it is to get that
tiny but vital piece of information once the guest is seated.
You will create an army of eager employees and the avid
customer who come back requesting them when you
emphasize that these customers put their stations on
financial auto-pilot and save them time and energy.
Taking an order from a regular customer can be done using
only eye contact and head / hand gestures from across the
room. Is it recommended? No. Too much room for error in
my book BUT it will buy your server some time and BOY will
your customer feel like a V.I.P.! Point out that the servers
could NEVER get away with "across the room order taking"
while assisting a first time customer!
The best part of this is that when you point out that a waiter
with a station full of repeat "regular" customers works
literally half as hard as a waiter with all first time guests and
earns 30% more in tips. Now every time your employees
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approaches a guest they won't be satisfied with just selling
him 1 steak a lifetime steaks while the server relaxes at the
bar! (This is a joke but a great visual for your entire staff)
When it comes to customer service, good restaurants pay
close attention to methodology, training and delivery. They
constantly strive to consistently over deliver yet it seems
that customer service is the number one complaint. Why?
Motivation. Money is not enough of a motivator to keep
employees delivering the message of your brand 100%. So
what is? What would motivate an entire group of people to
consistently deliver the necessary results to keep your
business growing? Keep reading and discover new yet basic
ideas to help you and your staff figure that out. These
concepts are written in a way that both owner and
employee can appreciate and learn from each other’s
perspective.
This is a new approach to an age old problem which
threatens to get worse with negative postings publicly
displayed on social media giants such as Yelp. Use this
information to begin bolstering your reputation, your sales
and your employees even in the face of negative reviews
and publicity.
Tips may not be enough to buoy someone's enthusiasm to
create superior customer experiences and sales. Read on to
find out what does.
Wouldn't you like to see your customers greeted by
employees who are opening doors for, shaking their hands
and treating them like old friends? Well guess what. Your
customers would like that too! Here is a quick read that can
help make that happen. Well read on to help your
employees authentically want and appreciate your
customers and see my ideas about how to train, transmit,
and instill that authenticity in employees so they deliver
your message 100% of the time.
Help your employees “Friend” your customers. Help them
connect personally and “stick” in your customer’s mind
while he is driving away, while he is at work, on vacation or
buying a book. Give your employees the license to create
“friends” of the business and be memorable because no
matter what the vision is for your business, you need people
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to come back and buy again and again and they can’t do
that if they don’t remember.
There is too much competition out there to think you can
sell enough to one-time customers, you need them to come
back and if possible bringing friends. If you are not helping
your staff connect with your customers personally then you
are competing on levels that other businesses can match
and maybe even beat. Things like product, location,
presentation & price. Relationships are the added value
service that are essential to succeed and free to create to
trump anything your competition may have up their sleeve.
Help your staff create friends because this is who employees
will gravitate to, go above and beyond for and make sure
they are coming back.
Getting these two "Friends" together is your new job so stop
telling your employees the same ‘ol thing, “The customer is
not an interruption; he is the reason we are here.” and start
showing your employees how each and every customer
holds the key to their future happiness. Show them that the
only way to have customers EVER interested in whether
they are a budding author, student, avid car refurbisher,
golfer, mom, actor or pianist etc. is through relationships.
Without a relationship the customer has no way to get to
know them, like them, compliment them in person and
through glowing social media reviews. They can't
recommend them to friends, complement them to
management and help get raises, promotions and bonuses.
The customer can’t give them a holiday card with a gift
inside for going above and beyond and they certainly can’t
ask to buy the book the employee just published or attend
the play they are staring in down the street.
Perhaps your employees are nervous about building
relationships and creating connectivity for the store because
it has never been the focus of product or operations training
but now is the time to share your more "social" minded
training with your staff and seize the lion’s share of regular
customers through the friendships of your staff. Emphasize
with them that you are aware your customers are out seeing
plays, buying books, talking golf or motherhood outside of
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the store and would be thrilled if they were doing it inside of
your store as well, making this the only place they feel like
family.
Encourage your employees to introduce customers to other
employees, managers or you in the event the employee isn’t
there. Let’s face it. It is now a very social world and the
more reason you give your customers to come to your store
the more of the market you capture. Giving your customers
“Friendship” or a really personal connection is one of those
value added experiences that will have them coming back
and bringing friends. It will have your employees not only
opening doors for them, shaking their hands and getting
them coffee.
Is it easier to teach this to tipped employees? Absolutely.
The promise of cash is a great motivator but my employees
are not interested in promotions, raises or gifts plus most
don't plan to be in the restaurant business long enough to
care. So in that sense you have it easier in motivating hourly
employees and all retail employees have to see is how
friends can help and strangers can't. It's as easy as being on
the lookout for any opportunity to get their customer’s
name or give them theirs.
It’s the beginning of all friendship: The “Who are you?” part.
If they can help open a door on a rainy day or help put
packages aside while the customer shops they are well on
their way to getting a name, a regular customer and a raise!
With enough of your enthusiasm, you may find your hourly
employees looking for problems to solve in order to start
conversations and friendships even off the clock.
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Did you enjoy this book? Have thoughts, questions or would
like your story to be included in my next book? Send me a
text or e-mail and tell me how you used this information.
1-860-248-0988
[email protected]
Website: http://leeannehomsey.com
Member of Connecticut Restaurant Association
Did you enjoy this book? Have thoughts, questions
or would like your restaurant or server story to be
included in my next book? Send me a text or e-mail
and tell me how you used this information.
304
1-860-248-0988
[email protected]
Website: http://leeannehomsey.com
Member of Connecticut Restaurant Association
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